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Tivo selects The Kaplan Thaler Group to lead ad efforts
MUMBAI: Tivo which creates television services for digital video recorders (DVRs) in the US has selected The Kaplan Thaler Group to serve as the creative resource for its advertising efforts. |
Tivo VP consumer marketing, Katie Ho says, “Our desire to invest in marketing to educate consumers about the clearly differentiated feature set of the Tivo service requires us to develop a broader, more sustained national consumer advertising presence in the coming year. We‘re excited to partner with The Kaplan Thaler Group, given their strong strategic thinking, fresh ideas and their exceptional ability to capture the essence of our brand.” |
The Kaplan Thaler Group CEO and chief creative officer Linda Kaplan Thaler says, “Tivo is a cultural icon and an incredibly strong brand among American consumers. This is a great, strategic win for us. We have the opportunity to not only work with a group of progressive and creative thinkers, but to apply our unique philosophy to get people to sit up and |
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With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
