When to call a media pitch, and when not to: GSK's Sameer Singh

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Singh who participated in a panel discussion about the ins and outs of pitching during the Media360Asia conference (see the March issue for details), sat down with Campaign Asia-Pacific afterwards to talk about the situations where he believes it's appropriate for a brand to call a pitch. A lack of internal ideas is not one of them.

In addition, Singh explains how he assesses media agencies and discusses the challenge brands face as they build more programmatic buying into their media strategies.

Look for more video interviews from Media360Asia over the next few weeks.