Our Insights

Twenty-eight years ago, I left my media job in a reputable, successful full-service advertising agency in search of a better work/life balance. Specifically, to be more present for my young daughters. My career has always been focused on media. I’ve been a media buyer, a media planner, a VP of media, and later a founder and president of a media agency. The media industry has changed dramatically in the 42 years I’ve been devoted to it. I’ve observed an ever-changing landscape: the start of cable networks, the dot.com boom, mind-boggling advances in technology, and the game-changing introduction of digital, from advertising to streaming to social media. Huge shifts. It is an amazing ride, well suited to my innate, insatiable curiosity. As Lewis Media turns 28, I have paused to reflect on all the changes and the lessons I’ve learned along the way.

Before I delve into learnings, I want to acknowledge and thank two important groups of people over the decades: my clients and my teams.

Clients who invest their business, their trust, and their partnership are priceless. Building those relationships motivates me and gives me joy.

The same goes for my people, all the employees past and present whose hard work and knowledge make Lewis Media what it is today. From those with me in the very beginning when I approached businesses with a wide-eyed and sincere “I think I can help you,” to everyone along the way who built and serviced our client roster and contributed to the team of 35 we are today.

Here’s what I’ve learned.

Media is an art and a science.

 As a new member of the VCU Health Pauley Heart Center Advisory Board, I suddenly had a very personal connection when a family member encountered a medical emergency and required urgent care. A doctor told my family that treatment involves science and art. Tests and data tell us what’s technically wrong, yet more intimate learning about the individual patient leads to and often drives different results. All patients cannot be treated the same.

That approach is similar to what we do at Lewis Media. We don’t just follow the data and we don’t recommend cookie-cutter media strategies and plans. Every audience is different. The data and research lead us to insights which we use to build plans that achieve results for our clients. We remain flexible and nimble along the way, as new factors come into play. Data is the science. The art lies in not treating every media plan the same.

A strong media plan is built on foundational elements that lead to a great strategy.

All too often, the art of media is missing—understanding the desired target audience beyond the basic demographics and psychographics, discovering their brand affiliations and preferences, learning about their lifestyle, mindset, and use of media, and so much more. By delving deeper into the audience, coupled with the data, the strategy becomes the differentiator between a great media plan vs. a poor or mediocre one. With a sound strategy, the tactics become clear and attainable. It’s important to spend quality time looking at the foundational elements—who, what, where, when, and how often---as they remain instrumental to media planning. In a fragmented landscape barraged by technology and AI, the human touch is crucial.

Relationships matter. Always.

The best part of the past 28 years of Lewis Media is relationships developed with clients, businesses, creative partners, media sales reps, and employees. Building relationships is at the core of what we do. We’re fortunate to have so many long-term relationships. Clients who’ve been with us for decades, clients and partners who continue with us as they move to other ventures, and past colleagues who join us again. As we look ahead to another year, I am full of gratitude for all those relationships and everyone who’s a part of this amazing ride.