The media landscape is changing faster than ever. As consumer attention shifts across platforms, marketers face increasing pressure to prove business impact—not just campaign performance. In this episode of CMORoom Spotlight, Mike from APCO Worldwide shares why media should be involved from the very beginning of business strategy, not just campaign execution. We discuss: Why media deserves a seat at the strategy table The shift from channel-first to audience-first marketing How APCO integrates paid, earned, creative, and communications strategies Why Connected TV (CTV) and Digital Out-of-Home are reshaping advertising The biggest challenges facing today's media leaders Why empathy is one of the most important leadership qualities in marketing. Whether you're a CMO, marketing leader, media strategist, or brand builder, this conversation offers valuable insights into where the industry is heading and how integrated thinking creates stronger business outcomes.