The ‘laziness’ of media and advertising agencies could spell the industry’s downfall in the face of consumers’ changing brand expectations, the global CEO of Initiative has said. Speaking at Mumbrella360 Asia on the role of culture in a consumer-centric world, Mat Baxter suggested that agencies that simply prioritise reach over relevance will be left competing … Continue reading Initiative’s Mat Baxter: ‘The media industry needs to stop being lazy and get off the drug of reach’