The world is beautifully balanced with the more vocal extroverts and those who make their impact in less vocal ways. CeCe Barossi is, self-admittedly, more of a quiet storm. With one of the longer tenures among Active International employees, she has risen through the ranks over 26 years to create, then masterfully fulfill, an essential role as Senior Vice President of Media Relations. She has also become one of the most vocal champions for diversity and inclusion at the company.
Predicting the future of the media and advertising industry is an impossible task. Marketers and media planners today face challenges I couldn’t begin to imagine when I started out as a TV syndication salesperson decades ago. No one really knows how technology will continue to affect linear and digital media in the long-term, but we can be confident that television and broadcasting are not dying. Advanced data analytics will continue to change how we buy and sell media, and of course consumers, as we know, are in full control. We will be living in an uncertain world for many more years and we all need to be able to live with that ambiguity. This isn’t necessarily bad, because it also creates opportunity.
The rapid proliferation of new digital, mobile and social (DMS) channels is rapidly changing how marketers target and engage consumers. With the pressure on advertisers and media companies alike to keep pace with increasingly sophisticated and digitally savvy consumers, the media marketplace is undergoing change on all fronts.