AsiaMediaJournal: A Decade Of Creative Destruction

07 November 2008
In a digital world where future prosperity depends on developing new revenue streams, here’s an intriguing proposition: develop an ad that may run on someone else’s channel.

At the Asian pay-TV industry’s recent get-together convened by trade association Casbaa, veteran ad executive Chris Jaques outlined his view of the industry’s shortcomings, urging media owners to stop limiting their involvement with creative agencies and advertisers to occasions when they think they can make a sale.

Major shift
“They’ve got to move the relationship from being sales and transaction-oriented to being willingly part of the creative process,” declared Jaques, regional CEO of advertising agency M&C Saatchi. “How you fund that... it could be fee payment, I don’t know. But for me, media has got to become part of the process rather than a step on the path to an obvious transaction and a sale. That’s a major shift.”

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