Cross MediaWorks' Nick Troiano on Creating the Next Generation of TV Advertising

With the recent launch of one2one Media with long time industry executives Mike Bologna and Jamie Power, Cross MediaWorks' CEO Nick Troiano is continuing to build a parent company that encompasses the media areas he has the experience to deliver.  In a recent conversation, Troiano explained to me how Cross MediaWorks has become a triple-threat organization.  "You have Cadent, which is efficient media sales for broad-based TV awareness to complement network direct strategies, [and] you have one2one, which is household addressability across every platform," he says.  "Then," he adds, "you have TCA [The Cross Agency] in the middle, which is how do you actually leverage the creative process to bring about the same kind of performance or measurement results that that brand or advertiser wants."