1. Q is NOT whether we are at cross roads Q is whether we wish to be successful or not?

2. Awareness Marketing Mix Competition Environment SOV Duration of Ad Other MediaNo. of Executions Creative From Vines to Wines Media GRPs Sales of the Brand Reach Intent/ Consumer Disposition

3. Transparency and Accountability Clients want sales Clients want sales Media agency wants GRPs, reach, frequency Media owners want rates Measurement Metrics Media Consultants

4. Media Agency Media Owner Client

6. Some issues staring at us What is lacking/or is below expectation between MSB and MO? Trust Transparency Accountability Two way Relationship What Agency needs to do? When Trust, Transparency and Accountability is demonstrated between MSB and MO, Agency’s task will become easier to build the two- way relationship with Client Agency need to carry MO with Client as Partners in growth What is the responsibility of the third stakeholder – The Client”? Trust the agency Treat them as extended arm of their own Understand the benefits of two way relationship and take a long term view