MEC's Stephen Li on how data analytics changes media plans

In 2010, WPP-owned media agency MEC started its Analytics and Insights practice for North America. The attempt was to value add to every client's investment by harnessing the power of data driven analytics.

The analytics and insights practice has now expanded to over 30 countries - and is in keeping with MEC's policy of going beyond paid media to a more organic growth for its clients. MEC Asia Pacific CEO Stephen Li talks about the role of data in today's world, and decode the evolution of the media agency. Significantly enough, Stephen Li says that India will account for 20 percent of the region's business within the next three years. Anant Rangaswami reports.