Marketing professionals spend much of their careers developing campaigns, analyzing performance metrics, and adapting to an ever-changing landscape of platforms and technologies. Rarely do we have the opportunity to pause and reflect on the principles that truly underpin our work. Ironically, it wasn't a strategy meeting or a boardroom discussion... read more →
More from Ipsita Bhattacharya
The brief says “target: women 25–45 interested in wellness.” The campaign runs, results are mediocre, and the post-mortem concludes the creative wasn’t strong enough. The real problem, more often than not, wasn’t the creative brief. It was the audience definition. A demographic range tells you who might see your message.... read more →

