Faaez Samadi
May 31, 2016

AMES 2016: Unified ecosystems the key to true disruption

An underappreciated difference between innovation and disruption took centre stage as the 2016 Asian Marketing Effectiveness and Strategy (AMES) conference kicked off this morning in Singapore.

L-R: Sumanta Ganguly, Vikas Mehta

SINGAPORE - Innovations are new and exciting, but to be truly disruptive, businesses need to have created a paradigm shift at the back-end as well as the front, according to two senior MullenLowe Lintas executives.

Creating a unified platform ecosystem at the core of your business is the most crucial part of engendering disruption, not just creating a new innovative product, said Vikas Mehta and Sumanta Ganguly.

Kicking off this year’s...

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