Singapore – Spikes Asia ’09 takes the mike to the talking heads of digital revolution. In this pioneer Asian advertising festival, Spikes tasked adobo magazine founder and editor-in-chief Angel Guerrero as moderator to pick the brains of four industry leaders for “Meet the Press”.
As much as Asia has excelled in advertising creative and design, it has to catch up on the digital component. "Meet the Press" tackled digital revolution and how it has entered, merged and transformed, and is now re-creating advertising.
Taking on the perspective of both creative and media, a wider understanding of the digital revolution and the breadth of opportunities it represents were discussed by Mark Ingrouille, Regional director, Southeast Asia-McCann Worldgroup; Chris Dobson, Sales Director-BBC Worldwide; and John Ziegler. Chairman and CEO, DDB Asia Pacific, Japan and India.
Even though the trends are shifting towards digital, "Our job is still to create desire and want in the consumer,” said Chris Dobson.
“Media planning is a challenge in the digital world that requires new people who are actually more difficult to find and a little bit more expensive, and the output is a very small percentage of business that returns,” John Ziegler pointed out.
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“If I’m in the media business, why am I putting all this effort and energy into this box when with a stroke of a pen I can convince the client that perhaps he shouldn’t be spending so much there and just continue to go through a few more spots or placements,” he added.
