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."
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