The January 2014 arrival of 30-year industry veteran Bill Tucker as EVP signaled the 4A’s intent to renew its commitment to the media community and shepherd in a new era of collaboration.

Having served five years as CEO of MediaVest as recently as 2012 and President of Global Client Operations at SMG into 2013, Bill is directly familiar with the most pressing issues affecting media today. Bill and the new group he is building are passionate in their belief that understanding the increasingly complicated media landscape – arguably the area most impacted by rapid changes in technology – has never been more critical. As part of our stepped-up efforts, Bill will also lead the organization in taking leadership positions on controversial issues such as fraud.

Knowing it’s going to take input from the most visionary industry leaders to stay ahead of the fast-moving media business, Bill has rejuvenated multiple forums, task forces and committees to facilitate the exchange of high-level ideas and opinions.

Alongside these top agency executives, the 4A’s is tackling three key priorities on behalf of member agencies and the industry at large. Mobile, cross-platform video measurement and addressable TV topped the 2014 list and will continue to do so in 2015.

The 4A’s Media Practice also spearheads our involvement with fellow industry associations on media-related issues (see Cross-Industry Initiatives), often seeking the input of 4A's Board Chairman and Horizon CEO Bill Koenigsberg. Bill Tucker’s media group is overseeing the Data Summit conference, which will take place on February 3 at JWT in New York City, as well as programming the "Media Day" during Transformation 2015.