Viral Campaigns
Hilton’s bait-and-switch ad eyes an 18-point gap
Steve Hilton's AI-generated 'Just Try It' spot opens like a romance and ends on a ballot. Here's the strategy behind the shock and why it could work.
performance creative.
Digital Marketing
Dentsu India Opens a Creative-Led Performance Studio
The new Bengaluru-based practice connects creative strategy, AI production, media and measurement—with a target of 1,000+ assets a month.
Digital Marketing
AG1: Don’t Overestimate Your Product’s Importance
AG1's creative director says D2C brands lose customers by leading with proof. Here's how to use relevance, provocative stats and science for retention.
