SMG Southeast Asia COO Ranga Somanathan recently spoke with Mumbrella about some of the big challenges facing the media industry and how marketers and agencies can keep up with the consumer.
“We fundamentally believe that for a brand to entrench itself with the consumer you need to understand that historically when you are communicating with people, it has been for the collective and delivered to the collective,” he says. “Now, we are fast moving into an age where brands need to communicate with the individual and deliver to the individual too.”
Read the rest of the Q&A here.
