Rowden: Asia leads the way

“Internet users have topped 160 million in China and 50 million in India and the numbers of minutes online via fixed or mobile lines are double what they are in the US. With those numbers, old agency models have to be radically rethought," Rowden said.

According to Rowden, in many key areas, Asia was far ahead in the acceptance of new media as a platform for ideas-driven marketing in comparison with traditional markets.

"We’ve got over 44 million mobile web users in China alone, and huge numbers in more embedded countries like Japan, Korea and Singapore. Our clients know this, and are asking for relationships that are based around new media and interactive strategy,” he said.

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