When it comes to media transparency, Stanislav Vecera - President of Procter & Gamble Japan - is emphatic: it’s time for agencies to step up and meet the expectations of their clients.
"It is important to look at the ROI of advertising. Nowadays we see ROI decreasing and it’s very concerning. We see the money put into media is actually not getting returns… It’s cool and nice to create some great ads and messaging, but it needs to deliver business objectives," said Vecera at the recent Advertising Week Asia event in Tokyo.
"The challenge that we have in front of...