• by Joe Mandese  @mp_joemandese, March 4, 2009

That’s what Four As Senior VP-Digital Initiatives Harold Geller said during the opening presentation at this year’s media conference and trade show in New Orleans.

Geller, of course, was referring to the rallying cry issued last year by GroupM global chief, and Four As muckety-muck Irwin Gotlieb, when he led the charge for what is now known as “Project Reinvention.” Or as Geller has subtitled it, “Time For Action.”

“It is about our long-term survival,” Geller reiterated, as he began an update on where things stand, initially focusing on improvements made by Madison Avenue and the TV industry to improve the so-called “reconciliation” process â€" or the steps taken by agencies and broadcasters to make sure spots ran as ordered per their original contract.

Another key area is “administration,” and especially the development of standard codes for trafficking the flow of spots and orders ad they work their way up the food chain from request to order to broadcast to reconciliation.

“Now let’s look at the interactive media,” Geller segued, citing an initiative led by agency people like Universal McCann digital guru David Cohen, the IAB, and various publishers.

The initial focus has been on updating the standard “terms & conditions” governing online advertising buys, so that everyone is working on the same page, albeit a boilerplate page.

The interactive reinvention task force also focused on the creation of “standard business documents” like RFPs, insertion orders, and invoices, to ensure that no time or labor is wasted in processing online advertising buys, and to cut discrepancies. Related to that, the task force is recommending the creation of a “data exchange” that would facilitate the flow of data seamlessly, and hopefully, errorless. That initiative is in “beta,” Geller said.