March 24, 2023


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Does performance marketing pollute the internet?, Marketing & Advertising News, ET BrandEquity

Does performance marketing pollute the internet? presents our readers with a specially formatted newsletter- BE on Wednesdays.

The easy-to-navigate newsletter features stories that have been specially curated by the combined efforts of our print and digital team of journalists.

Today we bring you an interaction with Alex Leikikh, global CEO of Mullen Lowe Group. Leikikh is among the first few senior advertising leaders to visit India in the post-pandemic era. Speaking on a variety of topics from the qualities that agencies should retain in the age of Web 3.0 to the threats for creativity and innovation as data leads to mechanical execution, Leikikh makes an appeal to a world that’s increasingly bothered about environmental sustainability. Don’t pollute the Internet with the excessive usage of performance marketing is his passionate plea.

Our other big draw this week is ‘one tight slap’, not in literal terms, but as a way of ‘expression’ and how this ‘statement’ is central to many conversations in popular culture.

Among other connotations, the story also connects with an Indian aspect, where we’ve grown up with the term ‘one tight slap’, from schools to TV ads, the expression immediately brings to mind a parent or a teacher towering over a child, hoping to see better behaviour.

The story takes the views of creative heads, who believe the enduring legacy of the line is because it’s so simple, yet direct. Even if slapping as a word is used for communicating not a physical hit, it is still a warning of an assault where reason could be justified, but not the act.

The newsletter also brings a chat with Cyrus Oshidar, former SVP, creative and content at MTV Networks. He was the person behind the channel’s series of humorous shorts titled ‘One Tight Slap’ that used to be on air two decades ago.

Another major development that is featured is the Competition Commission of India’s order to investigate food delivery companies Zomato and Swiggy. The aggregators have been accused of breaching platform neutrality by providing priority to exclusive contractors.

This is not the first time when these platforms have come under scrutiny. It is up to them now to come clean and present facts to retain the trust of their users, both restaurant and the final customer who eats the food, as misusing of consumer data, charging exorbitant commissions and providing massive discounting are some of the allegations made by National Restaurant Association of India.

Performance marketing is polluting the Internet: MullenLowe global CEO

Does performance marketing pollute the internet?
Alex Leikikh, global CEO at MullenLowe Group, is a man who will not dodge a question, even if you catch him on the go. In an impromptu interview with Prasad Sangameshwaran, on the sidelines of the launch of Brands to Stands, authored by MullenLowe Group’s APAC chief strategy officer, S Subramanyeswar, the global CEO spoke on a variety of topics from his candid views on performance marketing to what agencies need to retain as the world gets obsessed with web 3.0. Read more

Creative heads on why Indians relate to the simple, direct message of ‘one tight slap’

Does performance marketing pollute the internet?
Of all the distressing events the world is grappling with — wars, inflation, pandemic — it’s a slap that took centrestage, dominating conversation and news alike. Will Smith smacked comedian Chris Rock during the Oscar awards ceremony for making a joke about Jada Pinkett Smith’s alopecia, and the moment would spawn a million memes. Read more


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