Deepali Saini Addresses Media Leaders at the MCAP Media Congress, Philippines
Deepali Saini, Founder & CEO of Think Design and Global Chief Experience Design Officer at Havas CX, took the stage at the MCAP Media Congress in Makati, Philippines, to address one of the industry’s most pressing questions: how do brands create momentum that lasts?
Speaking at this year’s event, themed Synergia: Human Connection Meets Media Evolution, Deepali presented a strong case for why media powerhouses can no longer operate without customer experience (CX) at their core.
“CX is no longer optional. Today, it is infrastructure,” Deepali stated, challenging the conventional approach where media and experience operate in silos.
In her session, she outlined a critical truth: while clicks and impressions may start the journey, it’s the customer’s experience that determines whether they stay for the ride or exit at the first stop.
Why This Matters Now
With attention spans shrinking and customer expectations rising faster than ever, brands face a new reality: silent churn. Customers often leave without feedback, without warning, and without second chances. In this environment, aligning media strategy with experience design becomes a survival strategy.
Deepali emphasized actionable moves for teams looking to bridge the gap:
- Create one shared brief across media and CX teams
- Map the handoff between departments to eliminate friction
- Align on one shared metric that matters to both sides
“If media fuels the engine, experience is what drives the distance,” Deepali urged brands to move beyond fragmented strategies toward true integration.