Jon Hook, Head of Mobile at MediaCom International and MediaCom Beyond Advertising advises start-ups what they really need to do
There is a culture in Silicon Valley and its offshoots around the world that says if you build it they will come. That if your tech is smart enough then consumers, brands, fame, fortune and ultimately millions and billions will come your way.
To put it simply, once you've got VC backing, every other industry will just fall into place.
Sorry folks, that's not the case if you want to forge long-term partnerships and advertising dollars from some of the world's biggest brands.
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