ANALYSIS: Time for marketers to participate

Admittedly, agencies are at the end of the day suppliers, providing marcom solutions to clients. But in breaking the bond down to stark black and white terms, it's easy to overlook the grey shadings that make it a more complex business relationship than that of a supplier servicing a company's stationery needs. Agencies are at the forefront of presenting a company's brands to the market. And given that clients routinely complain about the quality of agency work, it is remiss of them not to participate in industry forums to improve standards. The new Asia DMA is looking for marketer members. Isn't it time to respond as client-agency fates are so closely intertwined?