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In this issue

The summer is hurtling along and saying the heat is on would be an understatement.Things are no less frenetic in the world of branding. See what New York Times COO has to share about the winners and losers in the digital revolution. Another seasoned stalwart WPP’s Martin Sorrell articulates that Amazon’s Alexa provides the greatest data threat that there could be in the times to come. Read more about what he has to say here in this issue. In these days of micro and macro influencer marketing, where do brands draw the line on social media endorsements? The jury seems to be out on that one. Branded content most certainly is the flavour of the season but in terms of impact and effectiveness, it is recommended to take the brand out of branded content. Understand more on that in the feature published herein.There is so much hype and hoopla about VR but the question everyone wants to know is will Virtual Reality ever be mass entertainment? Read about in this issue. The CFO is more concerned about the painless ways of measuring marketing effectiveness. There seems to be a way out as highlighted in this edition. All these and more that will keep providing you brand guardians with actionable evidence, as always. Till the next...

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