Video: Agency roles aired out during first day at Spikes Asia 2014

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Puri, regional brand director for fabric cleaning at Unilever, spoke frankly about what he expects from his agency partners. Mirroring what he said in an earlier panel discussion, Puri stressed that he is looking for shareable content rather than traditional advertising campaigns.

Agencies, he said, not only need to change their mindsets regarding content creation, but also must think about changing something altogether more basic: “Let’s change every advertising executive’s business card to call it content, and that’s the first point where they will start to see that they need to do something different.”

Giving the ad agency perspective, Cadell, president of Asia Pacific at McCann Worldgroup, agreed that agencies are evolving to the needs of both their clients and, more importantly, consumers. What agencies need to show to clients, he said, is that they are capable of operating in this new content model: “Agencies are stepping up to deliver always-on content and clients should be looking and demanding [that] from agencies.”