• by February 12, 2004

Orlando, Florida -- Apart from the heady buzz surrounding the Comcast-Disney mega-merger, media executives attending the American Association of Advertising Agencies (4AAAAs) Media Conference here are immersed in convergence issues, questions of media mix, and a whole host of other issues confronting the business.

Renetta McCann, CEO-Starcom North America and chairwoman of the 4AAAAs Media Policy Committee, told conference attendees that this year's conference will focus on the consumer - connecting with the consumer, engaging the consumer, and facing the fact that the consumer really is in control. In control via TiVo but not only TiVo. The consumer is in the driver's seat making decisions on all forms of media throughout the day. It would appear that media agencies and marketers need to know a heck of a lot more than they do about consumers' changing media habits, particularly within the 18 to 24 set.

McCann says navigating the increasingly fragmented media landscape is harder than ever considering the reality of procurement executives taking over the media planning process within marketing clients, the rising of media audit companies, and mounting compensation pressures.

Media verification is also a big topic of discussion here. McCann says networks and media associations have been asked to develop a "Code of Conduct" which will be presented at next year's conference. The 4AAAA's Media Policy Committee is also creating a playbook for media audits.

Judging by the conference sessions today, there will also be plenty of fodder for online media types. In fact, there are several convergent media panels where online media is likely to take center stage. Stay tuned.