In this video interview conducted at the recent Media360Asia summit in Hong Kong, John Sheehy, president of global operations for Starcom MediaVest Group, discusses strategies for avoiding commoditisation.
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Sheehy, who participated in a panel discussion titled 'Mad Men versus Math Men' during the Media360Asia conference (see the March issue for details), sat down afterwards to talk with Campaign Asia-Pacific.
Here, he shares his views on what companies that pay peanuts should expect to get, and the ways media agencies can get out of the 'commodity box' by unlocking more value for clients. He also discusses investment areas that can't be ignored.
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