Digital Media Management: The Keys to Brand Growth
Executive Summary
As Chief Executive Officer of the ANA, Bob Liodice has a big view of marketing, media, and the digital landscape. While advertisers continue to allocate the largest part of their marketing investments to media, no area of media continues to evolve as quickly and dynamically as digital. In Bob's own words, "As the digital media ecosystem continues to expand and fragment, and increasingly become more complex and opaque, the effective management, adaptation, and adoption of new media platforms holds the keys for brand and business growth." In this session, Bob shares his thoughts on digitally focused media initiatives underway in the industry, such as PRAM, CMM, GARM, and TAG. He also shares what the ANA and advertisers are doing to embrace change, unlock pathways to growth, and shape the industry to the benefit of those who fund it, the advertisers.