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Five Minutes with Chairman Miceli
In this issue, Donald J. Miceli, ABC's recently elected chairman, and vice president of global media resources for Kraft Foods, talks to Newsbulletin about his ABC experience and goals for the future.
Tell us about your experience with ABC so far - what has made it memorable?
The people on the ABC board and staff have made my experience memorable. There are so many talented people that provide interesting perspectives on virtually any subject. Being on the board has allowed me a greater appreciation of publisher requirements and needs in managing their business, as well as diverse perspectives from the buying constituents. The group is so willing to share their points-of-views without an agenda and it's been a rare and wonderful experience to be a part of that.
What has made it challenging?
The nature of the issues facing the industry. We are in a time of significant change in the media communications business and it creates continuous challenges. We need to deliver effective products and business rules for the here and now but with a forward view of where we need to grow.
What are some of your goals for ABC?
There are four things I see as very important at ABC: 1) Ensure that we serve the industry by recognizing the changing landscape, 2) That ABC services truly meet the needs and demands of buyers and publishers, 3) Reflect the goals of accountability and transparency, and 4) Provide essential information vital to the success of our industry.
How important is ABC to the media industry?
It is critical that we reach consumers in a relevant and effective manner. For advertisers and publishers, that includes knowing where our vehicles/messages are going, to whom and in what manner, and of course, it is critical that we can validate that delivery. That's why ABC is so important in our media activities.
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