Agency/client relationships were the shortest in these markets. Gary Lim, Asia-Pacific connections director, Johnson & Johnson said marketers needed to give a clear brief.
Greg Paull, principal, R3 said there should be more education on the value of long term relationships. A key point debated was the increasing role of media agencies. James Chadwick, leader- business planning, Mindshare Asia-Pacific said today media agencies led the execution part of mammoth campaigns.
On performance based incentives, Lim said they were experimenting with different models to see which worked best. Chadwick said they preferred a fee plus incentive model (and a penalty for non-performance) as it aligned the clients targets with that of the agency. Paull felt incentive based systems were the Holy Grail that agencies needed to move towards.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear on www.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures to [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
Greg Paull, principal, R3 said there should be more education on the value of long term relationships. A key point debated was the increasing role of media agencies. James Chadwick, leader- business planning, Mindshare Asia-Pacific said today media agencies led the execution part of mammoth campaigns.
On performance based incentives, Lim said they were experimenting with different models to see which worked best. Chadwick said they preferred a fee plus incentive model (and a penalty for non-performance) as it aligned the clients targets with that of the agency. Paull felt incentive based systems were the Holy Grail that agencies needed to move towards.
Follow all the action of Spikes Asia on Twitter using hashtag #spikes09 - posts featuring that tag will appear on www.media.asia.
Also, Media is opening up its online Spikes photo gallery to readers. Send your Spikes pictures to [email protected] to include them.
Spikes Asia is organised in conjunction with Haymarket Media. The full programme can be found at www.spikes.asia.
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