It's time for media agencies to integrate fully into client marketing processes and work between holding companies says the CEO of PHD Hong Kong.
Understanding ad equity nuances across Southeast Asia is key to connecting with consumers.
Brands have been slow to execute inclusive media plans programmatically, and expect agency partners to dig deeper through market and audience research.
Brands that want to live up to their purposeful messaging must do better than just optics. Progressive values don’t just belong in the creative part of a campaign, but also in the media plan.
The role tech can play in bringing the industry a step closer towards a more diverse publishing landscape.
The WPP agency says Maximize can run 100 million media plans at the click of a button and then 'optimise it to death'.
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