Reprint No. 09106
Christopher Vollmer is a partner with Booz & Company in New York. He leads the firm’s North American media and entertainment practice, focusing on strategy development and implementation for clients in those industries as well as in consumer goods. He is the author of Always On: Advertising, Marketing, and Media in an Era of Consumer Control (McGraw-Hill, 2008).
The survey referred to in this article was conducted by Booz & Company with the following organizations:
- The American Association of Advertising Agencies (AAAA) is the national trade association representing the advertising agency business in the United States.
- The Association of National Advertisers (ANA) is the leading forum for the marketing community.
- The Interactive Advertising Bureau (IAB), composed of media and technology companies, educates marketers, agencies, media companies, and the wider business community about the value of interactive advertising.