Masters of Media: Tom Greenlees, Head of Digital Media, Coca-Cola

NDA's podcast series, Masters of Media talks to heads of media at brands to understand how advertisers are able to keep pace with the frenetic speed of development of media and its fragmentation across channels. Next up is Tom Greenlees, Head of Digital Media & Influencer Strategy at The Coca-Cola Company.Tom discusses how the role of media today is "moving from functionality to effectiveness”.The conversation includes the changing role of agency relationships: "Agencies need to und...