Wavemaker global chair: Merged company reflects clients' need for local speed

One thing clients are consistently demanding is a desire for quicker decision-making and more speed at the local level, according to Alistair Aird, global chairman of Wavemaker. In a chat with Campaign Asia-Pacific Tuesday at Cannes Lions 2018, Aird talked about the company's progress on becoming a truly unified entity. He also discusses the merged company's local focus, its obsession with the customer purchase journey (backed up by a huge dataset), its moves toward greater diversity, and how it has the flexibility to let local markets tailor the global strategy in the most relevant way for their business locally.