ANA pinpoints challenges and opportunities of media evolution
Geoffrey PrecourtWarc
In addressing the opening-day audience at the Association of National Advertisers' (ANA) 2015 Media Leadership Conference, Bob Liodice – the organization's president/ceo – offered a message that resonated with the crowd in Hollywood, Florida.
"Media equals brand building," he insisted.
But marketing is no longer a process of pumping piles of money into a series of broad-based vehicles and hoping for a return somewhere down the line. "Media is evolving in ways that we've least expected it," Liodice contended.
"Think about the media landscape five years ago. Compare...