Donna Speciale, President of Turner Broadcasting Ad Sales, started out in the industry as an intern at an ad agency which led to a stellar 27-year career at some of the top advertising firms in the business before joining Turner in 2012. She heads up a sales organization that is at the forefront of cross platform opportunities and innovative research at a time when media companies need to be data savvy and creative in their market positioning.
In this fascinating interview, Speciale talks about how the media world has changed -- even within the past three years. She also explains what the next generation needs to do to prepare for a career in media, how research has gained a seat at the table and how proxy measurement of age and gender will no longer work for television sales.
Charlene Weisler: How is the agency world different from the network world?
Donna Speciale: The agency business has changed a lot. Digital has definitely changed our landscape with a lot more choices for marketers to