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In this episode of The Negotiation, we talk with Scott Silverman, currently the Director of Integrated Marketing @ The Context Collective. Scott dramatically shifted gears from morning drive radio host and sketch comedian, to joining Ogilvy in the ’90s to then be sent to Bejing with the instructions “Fix China” referring to the IBM account they managed at the time. Scott has been working in and around China ever since. We talk about launching IBM’s e-business and rejecting the oft-used “wall test” when it came to creating creative in Asia. We talk about the importance of localizing imagery or copy for each local market and the difference in measuring impact in the 2000s vs 5 years ago to gauge what was working and what wasn’t. Scott also takes us on a trip down memory lane around the impact mobile had on the marketing agency world in markets like Japan and China and the changes it predicated in digital media, as well as the changes it brought in the consumers the brands were targeting and trying to catch up with the expectation of immediacy.