How Media Need to Work Together to Fuel Innovation | PRO Insight

No one wants to give away their trade secrets, and if your brand is doing well, your inclination is to keep your cards close to your chest

Los Angeles is a mecca for creative people and industries. Given this focus, it is imperative that as a market, it is constantly stimulated to promote growth.

Our job in the media business is to use creativity for innovation and evolution. Our brands want to capture consumer attention with something new and unexpected. Brands want big ideas, all of the first-evers, increased innovation — and they want it for every campaign.

This town was not only built on entertainment but helped build some of the largest social platforms. The advertising for Facebook, Snapchat and YouTube are all done in L.A., and these platforms are now a major breeding ground for innovation. Not to mention that San Francisco, the birthplace of tech, is only an hour away by plane. The media industry here must lean into this culture in a way that we have never done before. Otherwise, we will miss out on our opportunities to grow. 

All of us in L.A. (San Francisco and San Diego) are at a point where we must be more open, not just in what we are thinking, but also in the…

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Autumn White

Autumn White is the EVP of Digital, Managing Partner at Horizon Media in Los Angeles.She leads the digital and analytics teams, in addition to building out a data solutions practice in the West. She is a member of the NewFronts West Advisory Board.