Ongoing globalisation of advertising must inevitably bring to Asian
markets the same revolutionary changes to media practice that have swept
through Europe, UK, USA and Australia - all pitched at greater
cost-effectiveness - according to Mr David Baker, CEO of Australian
media agency AIS Media, owned by Dentsu.
The changes themselves, headed by the rise of the media agency as a
multi-service source to advertisers, are undergoing cost-structure
modification as corporations develop strategies that deliver better
return on investment and minimise waste.
Outlining the kind of global momentum knocking at the gates of Asian
markets, Mr Baker noted the most significant marker had been the shift
of strategy and planning services from full-service agencies to media
agencies: "In the hands of skilled practitioners, media strategy,
planning and buying became value-added levers. Expertly applied, they
could increase such factors as brand awareness while reducing the cost
of advertising."
