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Kyoko Matsushita speaks on Campaign360 2019 panel

Campaign360 is a global action-orientated event designed to rethink the future of media. For the last six years, Campaign360, and predecessor Media360, has united leaders in media, marketing and advertising with the intent to move the industry by focusing on specific concepts making an impact each year. Its theme for 2019 is ‘Moving Media Upstream’ aimed at bringing stakeholders from across the industry together to question and evaluate the value they bring to ensure continuous evolution and prosperity.

Adding perspective from the agency side of things was Kyoko Matsushita, APAC CEO at Essence on ‘The marketing and finance therapy session’. While she recalls issues between finance and marketing from her time brand-side, Matsushita says that more visibility — a slightly different beast to ‘transparency’ — is what they seek agency-side now. “Even if there’s transparency, visibility is not there when it comes to financials on the client side.”

This event and panel session originally appeared in Campaign Asia-Pacific.