By Raghu Bhat

The recent onslaught of cause-led communication has created a scenario where every brand is asking itself: ‘what higher order purpose can I adopt? How can I make a difference to the world?’ Raghu Bhat, co-founder of Scarecrow M&C Saatchi suggests that as communication experts, agencies should not become a slave to formula and start listening to what ‘diverse’ customers are saying, instead of only to people who think like ‘us’.

About 10 years ago, brands hit upon a startling discovery! The consumer is not merely a consumer. Rather, he or she is an environmental activist, a philanthrope, a moral compass or Read full story ›

Source: The Drum