From bylines and blog posts to podcasts and press releases, get the LoWDown on all things LWD

Your USP is the Key to Effective OTT

In his 1960 classic, Reality in Advertising, ad man Rosser Reeves (who may have been the inspiration for Mad Men’s Don Draper) defined the concept of a Unique Selling Proposition: What is a USP? It is a theory of the ideal selling concept. It is a condensation – a verbal shorthand, if you will – of what makes […]

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Lockard & Wechsler Direct Hires Havas Veteran Cristina Ferruggiari to Lead It’s Burgeoning Advanced TV Practice

This New Role And Leadership Appointment Signals Continued Growth For The Performance Marketing Shop Lockard & Wechsler Direct’s new EVP, Director of Advanced & Connected TV, Cristina Ferruggiari.  NEW YORK, NY (January 3, 2022) – Lockard & Wechsler Direct (LWD), one of the nation’s leading performance marketing agencies, announced today the appointment of its first […]

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As viewership across ages and demographics, shifts, the pandemic highlights the need for more balanced media plans

We’ve always been told that change is the only constant in life. That couldn’t be more accurate when it comes to TV advertising. Over the past decade, U.S. advertisers have seen TV grow from the many traditional linear broadcast networks, national cable and syndicated selections to an ocean of emerging digital, streaming, over-the-top (OTT) and […]

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Digiday: As Covid-19 restrictions ease in some states, marketers focus on regionality

Earlier this month, Texas Gov. Greg Abbott lifted the state’s mask mandate, leaving company owners and employees with the difficult task of enforcing masks — should they choose to do so — at their private businesses. Texas is one of several states easing Covid-19 restrictions in recent weeks as vaccination efforts have ramped up across […]

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AdForum: We Need to Advocate for One Another: Asieya Pine, LWD

How would you describe the overall culture at your agency? LWD was built on four main principles: integrity, equality, generosity and excellence. And we’ve stuck to those principles over the past 30 years and went beyond, creating a positive work culture. We want our people to feel happy when they come to the office and […]

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Bleacher Report’s House of Highlights wants its creator-led challenges to rival live sports

Bleacher Report believes it cracked the code for figuring out how to get the elusive age group of 18-35-year-olds interested in live sports in a way that is as monetizable as live linear sports broadcasts. Bleacher Report’s House of Highlights has created a new online competition series called The Showdown, which features some of its […]

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Original Author: Lindsay Rittenhouse Date: December 2, 2020 The retailer hands its media business to the performance marketing shop only two years after enlisting Horizon Media as its lead agency Burlington Stores has stitched up a new agency-of-record contract with performance marketing shop Lockard & Wechsler Direct, which will handle all of the off-price retailer’s offline media duties across television, radio, […]

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PRESS RELEASE: Lockard & Wechsler And Nielsen Announce Multi-Year Agreement For Local TV With Nielsen As Service Of Choice

Original Author: Nielson Date: August 7, 2019 NEW YORK, Aug. 7, 2019 /PRNewswire/ — Nielsen (NYSE: NLSN) and Lockard & Wechsler today announced that they have reached a multi-year agreement with Nielsen as their service of choice for Local TV measurement in all markets.  Lockard & Wechsler, based in Irvington, New York, is a full service direct response marketing […]

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How Marketers Differentiate Ad-Supported Streaming Platforms, From Roku to Tubi

Original Author: Kelsey Sutton Date: November 23, 2020 It’s been a banner year for the streaming video ecosystem, particularly for ad-supported platforms that are getting acquired and netting bigger audiences every month. As the advertising community works out how to best leverage the growing number of platforms, marketers are beginning to notice that—like linear networks—there are differences between the […]

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Uncompromised Commitment to Measurable Performance & Service: Dick Wechsler, Lockard & Wechsler Direct

Original Author: Dasha Ovsyannikova Date: December 8, 2020 How and when was your agency founded? There are two answers to this question. Arthur Lockard originally founded Arthur Lockard and Company in 1967. Then, Dick Wechsler – our current owner and CEO – joined on March 17, 1991, creating Lockard & Wechsler.  The two met while […]

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