The 2025 ANA Media Conference (March 31–April 2 in Orlando, Florida) wrapped up Q1 and launched Q2 with powerful reminders about the central role media plays in shaping the future of marketing. From keynote sessions to candid panel discussions, the event offered a full spectrum of insights across programmatic, retail media, inclusive marketing, principal media, and more.
With so much food for thought, we’ve rounded up four of our favorite takeaways from ANA Media 2025:
1. Simplify Strategically—Even When Complexity is the Norm
“What if instead we celebrated our ability to do less, to simplify and minimize effort, so we focused on impact and exceptional execution?”
— Adam Benaroya, Senior Director, Global Media Excellence, Kenvue
Amid the noise and nuance of today’s digital advertising landscape, Adam Benaroya made a compelling case for strategic simplification. In a world where sophistication is often rewarded, Benaroya challenged marketers to reevaluate whether complexity always equates to effectiveness.
Kenvue’s approach? Strip things back. Focus on relevant reach, automation readiness, and operational efficiency. By honing in on essentials like data, supply, and testing, they're proving that doing less—but doing it better—drives real impact.
2. Adaptability is Survival
“Life isn't about waiting for the storm to pass. It's about learning how to race in the rain.”
— Shenan Reed, Global Chief Media Officer, General Motors
The media world isn’t slowing down, and Shenan Reed reminded us that adaptability isn’t just an asset—it’s a necessity. Drawing a powerful analogy to palm trees that thrive in storms thanks to their shallow but wide roots, Reed emphasized the value of resilience and flexibility.
With privacy regulations tightening, AI accelerating, and consumer expectations shifting, brands must reimagine how they operate. Reed called for a more human-first approach to marketing, cross-functional collaboration, and a mindset built for change.
3. Break the Silos to Transform
“No silos, no solos, no bozos—because real change doesn’t happen in isolation.”
— Dave Penski, Global CEO, Publicis Connected Media
Publicis is leading by example with a transformation strategy rooted in innovation, identity, and integration. Dave Penski spotlighted how they’re weaving together media, CRM, commerce, and influencer marketing to move from mass reach to personalized connections.
The biggest blocker? Silos. Whether it’s internal departments or fragmented tech stacks, working in isolation slows progress. Penski underscored that collaboration and cultural alignment are the secret ingredients to scalable transformation in the AI era.
4. Retail Media is Becoming More Complex
“The more we chase CPMs, the more we turn into marketing machines.”
— Kyle Shank, Director of Media Technology, Analytics, and Operations, The Hershey Company
Retail media has been riding a wave of excitement, and Kyle Shank offered an expanded view of the challenges that are coming it. While industry conversations often focus on the thrilling possibilities of new platforms and partnerships, he pointed to deeper structural issues that go unaddressed: unclear budget ownership, technological fragmentation, and an overemphasis on short-term performance at the expense of brand building.
Shanks’s message was clear: for retail media to evolve, it needs more honesty, more collaboration, and a commitment to solving systemic problems—not just celebrating surface-level wins.
Whether on stage or over coffee/cocktails, the exchange of ideas between industry leaders continues to drive innovation and challenge the status quo. Thanks to everyone who shared their favorite sessions and personal insights with us
On the Road: ANA Media 2025 - Topics, Trends, and Conversations
Participants:
Phillip Lomax, EVP, Business Development, MediaScience
Marc Goldberg, Advisor, SafeGaurd Privacy
Melody Bobo, AVP Acquisition, Innovid
Hillary Slattery, Senior Director of Product Management, Programmatic, IAB Tech Lab
Richy Glassberg, Co-Founder / CEO, SafeGuard Privacy
Tom Denford highlighted the importance of media as a significant investment for companies, the challenges of the media supply chain, and the need for better control and transparency in retail media.
Amy Williams explored the challenges and opportunities of creating meaningful and authentic ad experiences in a time when social issues such as DEI (Diversity, Equity, and Inclusion) and sustainability are at the forefront.
Jeff Ratner provided insights into the current trends and challenges for digital marketing regarding optimizing audiences, supply path optimization, and the broader strategies for audience growth.
Meet Adform on the Road
Adform’s global team is always on the move, diving deep into the future of omnichannel marketing, identity fragmentation, and more. We’d love to hear where you’re headed next—let’s connect!