WPP's shares crashed 14% in a single day, but the real story isn't about numbers—it's about ignorance. After a decade bridging Western clients with Asian production realities, the pattern is clear: agencies don't fundamentally misunderstand Asian markets, they simply don't know how they operate. While Asia-Pacific's advertising market grows toward $479.50 billion, giants like WPP hemorrhage clients like Coca-Cola and Mars because they've forgotten how to build relationships. The industry has become so budget-obsessed that producers can't even get coffee meetings anymore. Meanwhile, nimble production companies like Wave Films thrive by nurturing relationships for months and years, hiring project-by-project, and saying yes to productions that larger agencies reject for margin reasons.