Special Report: Editor's Letter

DVRs. PPMs. C3. Minute-by-minute. Rapid Report. Head-spinning advancement in media choices, technology and audience measurement—and the more stringent accountability demands of marketers—all have served to radically revamp the role of the media agency executive. It’s certainly a job of a much different stripe than 22 years back, when Mediaweek’s predecessor, Marketing & Media Decisions, picked its first-ever batch of Media All-Stars. The jargon and choices have changed markedly, but finding innovative media solutions for the client remains paramount.

Take the annual upfront negotiations, that intense chess match between the broadcast networks and media agencies.