‘Asia is growing at a faster rate than it can manage’, says DDB APAC boss John Zeigler

Asia is growing at a rate faster than marketers can manage and is struggling from a dearth of talent, the head of an advertising agency network has said.

John Zeigler (centre):

John Zeigler (centre): Asia is ‘challenged’ for talent

“Growth comes easy in this region. But people in Asia are smart enough to know that they need to attain better growth,” John Zeigler, chairman of DDB Asia Pacific, India and Japan, told delegates at a conference in Sydney last week.

“But growth is coming in the door faster than clients can manage. So sales, distribution, activation and in-store are important areas that are usually prioritised over traditional marketing,” he said.

“Markets in Asia are incredibly large and are challenged in terms of talent. Practitioners are just starting to understand their own markets, and understand the disciplines that the Western world already understands – at least in a Western context.”

“Asia is very much transactional. Sales and results today is the key priority,” he said.

Zeigler was on a panel that included Nike Greater China marketing chief Simon Pestridge, Maxus Asia Pacific boss Neil Stewart and STW Group COO Chris Savage.


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