Blis Golden Shaker 2016: Team Xaxis takes the competition to Verbier

Team Xaxis at Blis Golden Shaker

The next team to present in the now famous annual Blis Golden Shaker competition is team Xaxis with their creation: The Verbier.

The competition sees nine top media agency teams battling it out to find out who has the best cocktail making skills in the industry, with guidance from world famous mixologists - courtesy of Proof & Company.

Xaxis was this year represented by Regan Baillie, Josh Quek, Michel de Rijk and Angela Wilson who made a cocktail from a brandy base.

The winner will be crowned at the final in Singapore on the 17 November but leading up to that points can be amassed by generating social shares, so if this is your team, share away!

While the teams were busy creating their cocktail, we asked them two pressing questions about the future of the industry. The questions were answered by Michel de Rijk.

What’s the ‘golden’ opportunity in APAC for you?

There is a big opportunity for us as an advertising industry to have more access or be more linked into the whole retail space, whether that be ecommerce or commerce more generally. I think the two things are too disconnected. It will be developing the campaign and advertising side, we’ve been really bad at linking that into retail. Programmatic TV is obviously also a big opportunity but even 2017 is still a bit early for that. Even in the US and the UK, we’re doing niche tests and even there it’s tough to get the right scale and get vendors aligned, it’s technical and there’s no standards. I think that will be a 2018/2019 story for us.

How would you ‘shake-up’ the industry if you could?

I don’t know who should do it but from a governing body point of view, I would make third-party measurement mandatory. I would make sure every publisher that wants to have business in my market or country, I would force them to allow third parties to measure effectiveness and measure honest business. There’s a lot of industries where you have to apply to certain standards. We are a public company and we have stocks compliance, for example and we have to follow certain rules and regulations in general. In our industry we see too often that companies are allowed to mark their own home work. If you think about the amount of money that is being spent in our industry, and it’s growing rapidly, I think it’s ridiculous.

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