Media Outlook From an Advertiser's POV

Kathleen Olvany-Riordan

In early 2000, the author, an executive from Kraft Foods, looks at the challenges and opportunities for advertisers facing a 'media and consumer revolution' in the USA.

Media Outlook From An Advertiser’s 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...

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