Marketing must solve business problems to maintain its value

FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, industry leaders discuss the importance of agencies being involved in business strategy from the start.

FRONT STAGE PASS: Exclusive access to some of Campaign360's best on-stage sessions. Here, industry leaders discuss the importance of agencies being involved in business strategy from the start.

When it comes to discussing the value that marketing and media agencies bring to clients, there is a recurring theme, according to experts solving business challenges.

Speaking on a panel at Campaign360 in Singapore, Anita Kanal, APAC vice president of consumer marketing at Visa, said it's easy to see when agencies have done their work. When the data and the creativity come together so beautifully that it's almost invisible to the end user, you know...

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