Mark Peterson, Asia-Pacific CEO of media behemoth GroupM considers himself a salesman. He had an early exposure to the science of selling in the mid-80s working in the UK for what is now Clear Channel – an outdoor company selling billboards and bus shelter campaigns to media planners and buying departments. He believes that every business is fundamentally about sales. In GroupM, they are persuading clients to do things differently and that requires selling skills. He remembers David Ogilvy’s dictum; ‘ We sell-or else…’He feels creative agencies live and breathe the sales mantra but the media agencies have moved away from it.In essence, both are selling, in different ways.They sell creative works while we sell media plans