Media Outlook From An Advertisers POV
Defining your role in the Revolution
Kathleen Olvany-Riordan Kraft Foods, Inc.
Our constantly-changing media landscape has brought a wealth of new opportunities. But as in so much else, our future is no longer evolutionary. The promise of a world in which we can connect with, transact with, and serve individual consumers demands nothing less than a complete reinvention of our advertising and approaches.
We are in the midst of a true media revolution that already embodies many of the characteristics of political, cultural or social revolutions: upheaval, uncertainty, disruption, casualties, new alliances, passionate...