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 … Continue reading As viewership across ages and demographics, shifts, the pandemic highlights the need for more balanced media plans
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 … Continue reading Digiday: As Covid-19 restrictions ease in some states, marketers focus on regionality
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 … Continue reading AdForum: We Need to Advocate for One Another: Asieya Pine, LWD
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 … Continue reading Bleacher Report’s House of Highlights wants its creator-led challenges to rival live sports
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, … Continue reading BURLINGTON STORES SENDS OFFLINE MEDIA ACCOUNT TO LOCKARD & WECHSLER DIRECT
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 … Continue reading PRESS RELEASE: Lockard & Wechsler And Nielsen Announce Multi-Year Agreement For Local TV With Nielsen As Service Of Choice
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 … Continue reading How Marketers Differentiate Ad-Supported Streaming Platforms, From Roku to Tubi
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 … Continue reading Uncompromised Commitment to Measurable Performance & Service: Dick Wechsler, Lockard & Wechsler Direct
Original Authors: Jason Lynch & Kelsey Sutton Date: December 23, 2020 As part of Adweek’s Year in Review coverage, we asked many of the industry’s top executives to look back on 2020 and reflect on the biggest things they’ve learned since the pandemic, what about the business has changed permanently because of Covid-19 and how their approach to … Continue reading Buyers on Covid-19 Learnings and How the Pandemic Has Changed Their Job
Author: Dick Wechsler Date: December 4, 2020 Here’s one of my cardinal rules for media planning: the opportunity of a lifetime is only there during the lifetime of the opportunity. When it comes to maximizing the reach and efficiency of a media plan, those opportunities fly by at light speed. By the time the window … Continue reading The Secret to Great Media Plans – Don’t Hesitate
Click Here to listen to Asieya Pine join Laura Midnott on episode 137 of the Rest Podcast.
Delivery Sessions: Interviews with Great Marketers (Dick Wechsler, Founder & CEO @ Lockard & Wechsler) Original Author: Assemble & Partners, LLC, A Digital Production Studio Date: November 6, 2020 From a unique partnership to a thriving direct marketing powerhouse — Dick Wechsler took a leap of faith 30 years ago, and has since grown Lockard … Continue reading Delivery Session Interview with Dick Wechsler
Original Author: Kage Spatz Date: September 27, 2020 If every person opened up to one other person in need, providing friendship, mentorship and example, it could have a profound affect that could trickle down to an endless stream of others. As a part of my Marketing Strategy Series, I’m talking with my fellow marketing pros … Continue reading Dick Wechsler of Lockard & Wechsler Direct: 5 Non-Intuitive Ways To Grow Your Marketing Career
Author: Dick Wechsler Date: September 10, 2020 I admit — I have a chip on my shoulder. For more than 30 years, I’ve heard people disparage and belittle direct-response television (DRTV): “you mean the stuff that runs overnight? “No brand would want to run there.” I beg to differ. For several years, DRTV and performance-driven … Continue reading Facts Versus Fiction: Debunking The Myths Around DRTV And Performance Marketing
Original Author: Allison Schiff Date: December 8th, 2020 DTC subscriptions may seem like one of the first candidates to get cut from the monthly bill as consumers become more cost conscious during the pandemic. It’s hard to justify having the latest fashions sent directly to your door now that the conference room table is the … Continue reading DTC Brands Can Avoid Pandemic Subscription Churn By Zeroing In On Retention