For all the hand-wringing around the state of flux in today’s media landscape, a good way to get ahead is answering the tough questions around talent, tech and business model that truly suit your brand or agency, according to Jo Flint, Google's MD for agency business APAC.
Speaking to Faaez Samadi, Campaign’s marketing editor, at Campaign360 last week in Singapore, Flint tackled each of these fundamental themes head on, and accepted there aren’t easy answers and that it will involve some degree of risk-taking.
Flint dives deep into each issue, with some of her key points including:
- Tech: Help organisations decide what’s proprietary and a huge competitive advantage, and what’s just table stakes.
- Talent: Media needs to be better at attracting top talent, and creating a culture where it can flourish.
- Business models: Brands should demand accountability, and agencies should share some of the risk.