How to Scale to More People in Indonesia

Kunal: Biggest change that we're seeing is that strategists are no longer writing just one brief for a campaign to get that one big idea. There are at least two briefs as I see it, he says - one for agency creatives and the other for content creators. Kunal: The purpose of these briefs are quite different because in case of the former, the purpose is to draw attention for them to create content that makes the brand memorable. Whereas for the latter, it's mostly because they want their content to go viral.