"We need to focus on outcome, rather than output"

An interview with Dinesh Singh Rathod, CEO, Madison Media Omega. This is part of a special series of conversations with media agency heads - interview 11 of 31.

Note: This interview was conducted for the mid-March edition of our magazine afaqs!Reporter. It is a special issue dedicated to the top media planning and buying executives, who service some of India's largest advertisers. Market conditions have changed dramatically since this interview was first written and any apparent obsoletion therein must be seen in that context. To read/download all 31 interviews, please click here.