By Anirban Roy

Anirban Roy, head of strategy Ogilvy South and Siddharth Mohanty, senior planning director, Ogilvy India make a compelling case for brands to build their digital strategy backed by a ‘neighbourhood’ strategy, instead of a ‘stalker’ playbook.

The lure of targeted and measurable advertising has hoodwinked us into creating platform out/format out communications because we haven’t thought about this irrationally. Rationally, it makes sense to stalk your consumer – wherever she is – through myriad Orwellian-like approaches, to serve your product until you torture her enough to buy it. Or so they would like us to believe.

There just might be Read full story ›

Source: The Drum