Budgetary power no longer rests exclusively in the hands of marketing. As the role of procurement becomes an increasingly integral part of the process in major Asian markets, media services are being excessively commoditised. A panel discussion on the topic at Media360Asia included (left to right above) Sameer Singh, VP and head of global media at GlaxoSmithKline; Jonathan Rudd, associate director of marketing agencies procurement Asia Pacific at Johnson & Johnson; Jessica Spence, marketing director at Carlsberg Asia; Caroline Giller, regional innovative marketing and digital manager for Asia & Middle East at Fonterra; and R3 principal Greg Paull, who moderated.
This is the seventh in a series of exclusive highlight videos taking you inside Media360Asia—an invitation-only event held on 19 February in Hong Kong. For the earlier videos and more from the conference, please see our online Media360Asia archive and the March 2014 Campaign Asia-Pacific.