Lockard & Wechsler Direct

08/24/2026

Congratulations to Taber Harris on 15 years with the company.

Over the past decade and a half, Taber has been instrumental in shaping product decisions, guiding measurement strategy, and driving client success through clear reporting and thoughtful analysis. As VP, Director of Business Intelligence, she leads with a sharp focus on what matters most: turning complex data into actionable insight and ensuring our work stays tightly aligned with client priorities.

We’re proud of the leadership, judgment, and consistency she brings to the team every day. Thank you for everything you’ve contributed, Taber. Congratulations on 15 years of impactful leadership.

08/19/2026

If you don’t know where you are, you can’t possibly know where you’re going!

The calendar isn’t slowing down. Are your reports keeping up?

Back-to-school turns into Halloween, open enrollment, Thanksgiving, Black Friday and the holidays in what feels like five minutes. These moments are big, busy and gone before you know it.

In his latest POV, Ben Speight, EVP, Director of Client Services & Strategic Initiatives, explores a simple idea: if you don’t know where you are, you can’t possibly know where you’re going.

Near-real-time reporting helps teams spot what is working, change what isn’t and make informed decisions before the opportunity passes.

Read the full POV: https://lwdirect.com/news/if-you-dont-know-where-you-are-you-cant-possibly-know-where-youre-going/

08/10/2026

We’re excited to share the latest POV from our President, Asieya Pine, on why campaign metrics only tell part of the story:

A cheap CPM can still be expensive if nothing changes for the business.

Media teams spend a lot of time talking about impressions, clicks, reach and conversion rates. Those numbers are useful, but they only tell you how the campaign is performing. They don’t tell you whether the business is winning.

That answer looks different for every company.

Some need to accelerate growth. Some are launching a new product line or increasing online orders. Others are building toward an IPO or making themselves more attractive to an acquirer.

We worked with one brand that used the efficiency of its media program to fuel a much bigger ambition. It expanded the brand, took a leading position across its retail distribution channels and ultimately positioned the company for a billion-dollar acquisition.

The media metrics helped us make decisions along the way. The business result was the real measure of success.

That is why we start by asking what the company needs to accomplish, then build and optimize the media plan around it. A strong campaign report is nice. A meaningful business outcome is better.

08/06/2026

This June, we celebrated a special milestone: Rachel Wilders, VP, Group Account Director, marked 20 years with LWD.

Over those two decades, Rachel has played an important role in LWD’s growth. She brings clear thinking to complex challenges, builds client relationships that last, and is someone her colleagues can always count on.

Twenty years can pass in a blink. The impact Rachel has made will be felt for years to come.

Congratulations on this incredible milestone, Rachel!

08/03/2026

LWD Founder and CEO Dick Wechsler looks back on a record-setting World Cup—and the media opportunities that began well before kickoff and continued throughout the tournament.

From securing early inventory at highly efficient rates to identifying additional opportunities across FOX and Telemundo in national and local markets, the piece explores how planning, flexibility, and staying close to the marketplace helped our clients make the most of a historic summer for soccer.

Discover how early 2026 World Cup media investment and marketplace agility helped LWD secure value across FOX, Telemundo, and local markets.

07/28/2026

LWD’s very own Cristina Ferruggiari, EVP, Digital Strategy & Investment, shares her POV on why Streaming TV targeting must earn its premium—and why greater precision does not always lead to better performance. Read more about how marketers can balance audience targeting, reach, response, conversion, and cost efficiency.

Streaming TV offers powerful targeting capabilities, but greater precision does not automatically produce better business outcomes. The combined cost of premium inventory, audience data, identity resolution and platform technology can create a CPM that is difficult to overcome through improvements i...

07/24/2026

We’re excited to share our Q3 2026 Marketplace Conditions Snapshot, exploring how streaming, programmatic buying, AI and shifting consumer behavior are reshaping the battle for attention. As audiences move more fluidly across platforms, integrated media strategies are becoming more important than ever. Reach out if you’d like us to send you a PDF of the full report.



https://lwdirect.com/news/q3-2026-marketplace-conditions-snapshot/

07/22/2026

For 25 years, our annual summer outing and softball game has been one of our favorite traditions.

It's a chance to step away from the day-to-day, celebrate our incredible team, and thank the people who make LWD's success possible. Great work starts with great people—and we're grateful for every one of them.

Here's to another great summer together.

07/21/2026

Ben Speight, our EVP of Strategy & Client Services shared some insights about the changing media landscape:

TV isn't dying. It's becoming event-driven.

For years, the narrative has been that TV audiences are disappearing. The reality is more nuanced.

When culture comes together, audiences still show up at incredible scale.

The Super Bowl. The NBA Finals. The World Cup. The Olympics. The World Series.

These aren't just television events—they're cultural moments that command live attention in a way few other media channels can.

But what's changed is what happens after the broadcast.

Today's biggest media moments don't end when the game or event is over. They ignite a much larger ecosystem across social media, streaming, creators, search, and programmatic advertising.

>Highlights become viral clips.
>Creators fuel the conversation.
>Fans engage in real time.
>Search spikes.
>Retargeting audiences grow.
>Programmatic extends the impact long after the final whistle.

This is why the old debate of TV vs. digital misses the point.

The most effective strategies combine both.

Broad reach creates awareness, credibility, and shared cultural relevance.

Programmatic precision builds on that awareness—refining audiences, sequencing messaging, managing frequency, retargeting engaged consumers, and driving measurable action.

Too much emphasis on scale creates waste. Too much emphasis on precision risks missing the cultural moment entirely.

The opportunity is finding the right balance.

Capture attention when everyone is watching. Then use data, automation, and cross-channel activation to turn that attention into outcomes.

The future of media isn't broad or targeted.

It's broad enough to capture the moment, targeted enough to make the attention actionable, and connected enough to follow consumers wherever the conversation goes.

TV viewership is still very much alive. The real opportunity is harmonizing the scale of TV with the precision of programmatic to maximize business impact.

07/10/2026

Celebrating Kurt Pisani and an incredible 25 years with LWD!

A true steward of our business, Kurt has been a driving force behind our Performance TV practice, expertly managing countless campaigns while earning the trust of clients and colleagues alike. Thank you for your dedication, leadership, and unwavering commitment to our success.