The Brave New World: Leveraging digital effectively

This paper explores the impact and growth of digital in Asia, by asking whether digital leads to an incremental reach and synergistic impact versus other media channels.

The Brave New World: Leveraging digital effectively

Bhomik Chandna and Priti MehraMillward Brown, Singapore

Introduction

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"Feng xiàng zhuàn biàn shí, you rén zhú qiáng, you rén zào feng che"

"When the direction of the wind changes, some (people) build walls, some (people) make windmills."

Change has always been every marketer's challenge to manage. In terms of media change and managing, it is extremely crucial. Ever since the advent of mass media the role of media has been integral for marketing communications. Over the last five decades of the previous century popular media like television, newspapers, magazines,...

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