Cupples on digital, recession & the evolution of media agencies

Omnicom Media Group's Asia Pacific CEO Barry Cupples believes all the partners in the advertising world need to lift their game when it comes to digital, a medium which is largely misunderstood.

Speaking to Marketing, Cupples said online advertising expenditure is "not where it should be" with the skill sets among agencies and clients varying wildly.

Cupples also gave his view on future agency models and on how the recession has affected the industry. He said agencies need to find out how they can work better together.

"I don't think the issue's about demerging, remerging, side-merging. It's about evolving into where everybody has a stakeholder position, because we're a service industry," he said.

"Agency of the future? I'm not sure there is such a thing."

To watch an interview with Cupples click here.