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Mark Patterson runs GroupM across APAC, a diverse region of more than 16 individual and distinct markets each with their own quirks, and with more differences than similarities. The top three markets account for close to three quarters of GroupM’s business in the region and Australia is one of those.
AdNews: How do you manage such a diverse region?
MP: In a regional role you focus on priorities - the big contributing markets, high growth markets, and markets that require attention. They are all very different as media and budgets are essentially local. As we do more global products, tools, planning systems or client business, the role of the region is to make those global initiatives live in markets and help guide markets to adopt and adapt locally. If you want something global to roll out to the top 20 markets you need a regional infrastructure to make that fast, consistent and compliant.
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