‘We are due for deeper collaboration’: 4A’s attendees give their thoughts on what needs to be transformed in the business

Given that the industry continues to be upended by things like the shift to digital, data and now the rise of artificial intelligence and virtual reality, the theme of “transformation” seemed particularly apt the 4A’s Transformation conference in Los Angeles this year,
At the event, The Drum asked attendees including ANA CEO Bob Liodice, R/GA’s global chief strategy officer Barry Wacksman, Target’s senior vice president of media and guest engagement Kristi Argyilan,