Leaders of change - Happydemics' Blog

The top lessons of entrepreneurial leadership

Marion Chauviere — Tue, 20 Jan 2026 17:06:57 +0000

In an industry defined by speed, scale, and constant reinvention, leadership can easily become transactional. Dashboards replace dialogue. Growth eclipses meaning. And yet, some leaders choose a different path, one that puts people, purpose, and progress back at the centre.

Rick Jones is one of them.

With more than a decade shaping the AdTech ecosystem, and a career spanning global tech leaders and fast-growing startups, Rick has learned to navigate complexity without losing clarity. Along the way, he became a Fellow of the Royal Society of the Arts, and founded Los Campos Football Club, a community-driven initiative that says as much about his leadership philosophy as his professional achievements.

In this new episode of Leaders of Change, Rick shares a vision of entrepreneurial leadership rooted in curiosity, responsibility, and human connection. Not as theory. As lived experience.

Entrepreneurship is a mindset

For Rick, entrepreneurship doesn’t start with funding rounds or pitch decks. It starts earlier, with attention and care.

“Entrepreneurship is the land of possibilities, of wonder. It’s saying “what if” to every question, solving the wolrd’s problems and see no limits.”

Across roles, companies, and markets, that mindset stays constant. What changes is the context. The pace has accelerated. Technology now amplifies every decision, every success, every mistake. But beneath that acceleration, something essential remains unchanged: human motivation.

People still seek meaning. Progress. Belonging. “You need to explain the emotion and the prupose of why people are doing things”. Leaders who understand this adapt faster and build organisations that last.

Leadership must connect

Having led teams in global tech giants, Rick has distilled leadership down to a few non-negotiables:

Listen with intent. Not to reply, but to understand.
Communicate the “why.” Clarity creates momentum.
Be human first. Trust is built through consistency, not hierarchy.

Authentic leadership, in his view, is relational. It recognises the person behind the role, whether that’s a client navigating growth or a team member shaping their own path.

That’s also why Rick stays close to the ground. Away from abstractions. Close to behaviours, questions, and sometimes uncomfortable truths.

“Spending time with people is non negotiable. If you want to know what people value, you need to be where they are, listening, observing, learning continuously.”

This belief in connection as a leadership principle resonates strongly with the vision shared by Lemya Soltani, co-founder of Next Broadcast Media, who approaches leadership through the lens of empowerment.

Growth with purpose

In a performance-driven industry, purpose is often reduced to a statement. Rick treats it as a filter. Every decision passes through the same lens: Does this genuinely improve people’s lives? Does it give teams space to grow? Does it reflect a company we’d be proud to stand behind?

If not, the opportunity, no matter how lucrative, loses its appeal. Growth, he believes, only matters when it lifts others with it.

“To the bigger you get as an organization, or as a community, you have to make sure that the individuals and the group their values their purpose their goals are as much aligned as possible because that’s how you stay together.”

Lessons from the pitch

Founding a football club is a commitment, to time, to people, to community. For Rick, Los Campos FC became a living laboratory for leadership.

Football, he says, teaches everything business needs to remember:

You win together. You lose together.
Everyone has a role. No one carries the team alone.
Culture isn’t written. It’s lived—week after week, rain or shine.

The parallels are obvious. So is the lesson: performance and joy are not opposites. They’re partners.

Influence comes with responsibility

As a Fellow of the RSA, Rick sees AdTech not just as an economic force, but a cultural one. “We have to remember that as an industry, we do have a positive impact.” At the intersection of data, media, and people, the industry shapes how the world is experienced. With that influence comes choice.

We can design for transparency.

We can support media that strengthens society.

We can ensure innovation benefits many, not few.

Leadership, here, is about intention.

Perspective beyond borders

Leading international teams has also reshaped Rick’s understanding of empathy. Different cultures value different things: pace, humility, directness, consensus. Great leaders don’t impose one worldview. They build bridges between many. “Empathy is recognising that your perspective is just one of many.” It’s a lesson that extends far beyond work. Into how we listen. How we judge less. How we understand more.

The better advice? Always look up

Looking back, the advice Rick wishes he’d received earlier is simple:

“Always look up and slowing down. There’s a much bigger picture there to inspire you.”

Ten years from now, success won’t be measured in titles or exits. It will be measured in impact—on companies that stood for something, on people who felt supported, on communities that grew stronger.

That’s entrepreneurial leadership, redefined.

Thanks

We would like to warmly thank Rick Jones and the teams at Adform for their generous welcome and the depth of the conversations we shared. Beyond the insights, it was the openness, the intellectual honesty, and the genuine quality of the exchanges that made this moment very special. These are the discussions that move an industry forward, rooted in experience, driven by purpose, and shaped by people who care about what they build.

The post The top lessons of entrepreneurial leadership first appeared on Happydemics' Blog.

From pixels to pavements: The power to shape urban life

Colin Robinson — Mon, 14 Apr 2025 12:11:46 +0000

[LEADERS OF CHANGE]

Laure Malergue is not just the CEO and founder of Displayce—she’s a trailblazer in the world of programmatic Digital Out-Of-Home (DOOH). Based in Bordeaux, she has been at the forefront of reshaping how brands interact with urban audiences. Her journey from the early days of digital advertising to leading a cutting-edge Out-Of-Home (OOH) suite is a testament to her vision and determination.

Bridging digital and physical ads

While working at Cdiscount in e-commerce, Laure recognized a disconnect: digital-native companies struggled to effectively use traditional media. This was the genesis of Displayce.

Laure saw the effectiveness of OOH advertising in driving online engagement firsthand.

“I was already convinced that online advertising was just one stage in the funnel,” she says. “Relying solely on digital channels like search meant losing a crucial visual branding dimension, which traditional media typically provided.”

Her vision was to bridge this gap and bring the power of digital technology to OOH advertising.

DOOH: Cutting through the noise

In today’s cluttered advertising environment, how can DOOH stand out? Laure believes the medium has a unique advantage: Its presence in public spaces offers brands a way to connect with audiences in a seamless way. “DOOH represents the next generation of advertising,” she says. “It integrates naturally into people’s environments without interrupting them.”

Laure thinks advertisers have a responsibility to ensure DOOH remains a non-intrusive medium, seamlessly integrating into public spaces. Creative quality is also paramount, with messaging needing to be clear, impactful, and tailored for outdoor environments.

Bordeaux: A strategic base

Focused on those principles, Laure and Marie Gaestel founded Displayce in Bordeaux. The city’s vibrant startup ecosystem and its relative distance from the intense adtech scene, which at the time was mostly dominated by Google and Meta, made it an ideal location for the new business. “This distance allowed us to break free from industry norms and foster creativity,” Laure says. Bordeaux also provided access to talent and a strong entrepreneurial network.

While firmly rooted in Bordeaux, Displayce has a global outlook, providing access to digital screens in 80 countries and growing its global footprint with offices in Brazil, Dubai, London and further afield. Displayce and JCDecaux have forged a strategic alliance, and this relationship has been instrumental in accelerating international expansion—enabling Displayce to establish a presence in new markets.

A compelling case study

A Displayce campaign for a French chain of luxury department stores is a compelling example of data-driven DOOH. The client wanted to reach travelers at both their departure and their arrival airports. This required seamless targeting across locations.

By combining first-party data from JCDecaux with third-party flight data, Displayce created highly targeted campaigns in airports, optimizing ad placements based on traveler journeys.

This resulted in targeted, high-impact exposure sequences, generating higher engagement. Importantly, it also led to a high level of campaign efficiency. With this approach, brands only pay for ads that truly matter.

Navigating challenges

Laure has faced numerous challenges, particularly in the early stages of Displayce. “The biggest challenge when I founded Displayce in 2014 was that we were ahead of our time,” she says. “In France, the billboards weren’t even ready for programmatic buying yet.”

Laure believes resilience and perseverance were key attributes during this period, as she and her colleagues educated brands on programmatic buying.

She also emphasizes the importance of being prepared for market shifts, as demonstrated by the company hiring during the COVID-19 pandemic, despite a challenging business environment. This strategic move ensured Displayce was ready when the market finally rebounded in recent years.

Leading change

Laure is keen to promote equality in the workplace, and she leads by example. More specifically, she believes that support for parenthood is an essential component of that principle.

“When someone in our company has a child, it should be seen as good news. We prioritize making their return to work as smooth as possible. I think having women in leadership helps drive this mindset,” she says.

“I had both of my children while running the company. I’ve always pitched while pregnant. Seeing that kind of example can be reassuring for others.”

Rebranding for a new era

Displayce has recently rebranded, reflecting its evolution as a leader in programmatic DOOH.

The company aims to solidify its position as an innovator and emphasize its commitment to delivering tangible results for brands. They strive to be more than just a technology provider—focusing on building long-term partnerships and taking responsibility for campaign effectiveness.

The power of data and AI

Data and AI play a crucial role in Displayce’s approach. Laure believes these technologies amplify creativity by enabling precise targeting and real-time content adaptation. AI helps navigate the complexity of vast datasets, empowering clients to make informed decisions.

“AI plays a crucial role here, analyzing the 4,000-plus datasets we have access to and identifying the most relevant insights,” she explains.

The future of DOOH: Inspiring and engaging

What might the future of DOOH look like? Looking ahead, Laure envisions brands capitalizing on digital technologies to create more engaging and meaningful experiences for consumers. She hopes to see a shift toward more inspiring and surprising campaigns, moving beyond purely promotional messaging. This will entail going beyond everyday commutes to capturing event-driven moments.

“One of the most exciting things about our industry is that we’re at the heart of urban evolution—how people move, use transport, shop, and experience their cities.”

Thank you

Thank you, Laure, for taking the time to speak with us to share your experiences and insights from your career.

The post From pixels to pavements: The power to shape urban life first appeared on Happydemics' Blog.

Intimacy of sound: the unmatched power of audio

Colin Robinson — Tue, 11 Mar 2025 13:59:23 +0000

[LEADERS OF CHANGE]

In a world saturated with visual content and fleeting messages, Lemya Soltani is a pioneer in helping brands break through the noise with audio. As co-founder of Next Broadcast Media, Lemya has redefined the role of audio in connecting brands, creators and audiences through innovative digital audio solutions.

Her journey is a testament to innovation, resilience, and leadership, with roots in Tunisia, a career spanning Germany, London, and Dubai, and a mission to break down barriers.

Meet the architect of impactful connections

“Building something from scratch has been an incredible journey, I’m a passionate entrepreneur, innovator and storyteller,” Lemya begins. “At Next Broadcast Media, we’re not just following trends—we’re shaping the future of digital audio advertising.”

Leyma’s journey has taken her from corporate roles at Yahoo and OLX to building Next Broadcast Media from the ground up. Based in Dubai, her company operates globally, helping brands create meaningful connections through audio advertising.

Lemya sees innovation as an opportunity to rethink how brands engage with audiences in a crowded media landscape. “We saw a gap in the market and knew we could do something different. We built a company that helps brands connect with listeners in a way that feels authentic and personal,” she explains. With a growing team in Brazil, Canada and India, Lemya’s work bridges continents and ensures that cultural nuances resonate authentically.

What makes her journey extraordinary is not only her entrepreneurial spirit, but her commitment to inspiring others, especially women. “I’m trying to inspire other people to leave a meaningful legacy by pushing boundaries to see what’s possible in this fast-paced world.”

For Lemya, it’s not just about representation—it’s about impact. “Women bring unique perspectives to business, and when we’re in leadership roles, companies perform better. The data proves it.”

She believes the key is fostering an environment where women feel empowered to challenge stereotypes, embrace challenges, and shape the future of media and tech. This is reflected at Next Broadcast Media, where women hold key leadership roles.

“Having strong female leadership at NBM isn’t just about diversity—it’s about driving innovation with different perspectives,” Lemya explains. By championing inclusion, NBM ensures women are actively shaping the future of digital audio.

Audio: the most intimate medium?

For Lemya, audio is more than a medium—it is a movement and the foundation of Next Broadcast Media. “Audio creates a personal connection between the listener and the host,” she says. During the pandemic, as screen fatigue set in, digital audio experienced a significant boom. Lemya sees this as audio’s defining strength: its authenticity and intimacy.

“The world is already saturated with visual content—audio cuts through the noise and offers space for deeper engagement,” she says. At an industry event, she once heard: “A podcast is like your best friend that you don’t know.” That, to her, is the power of audio—its ability to create a trusted, personal space for listeners.

Why Dubai is the best hub for innovation and growth

Dubai has been Lemya’s home since 2019, a city she describes as synonymous with ambition. “What sets Dubai apart is its culture of boldness. People from different backgrounds and mindsets come together and push boundaries to create something extraordinary.”

For entrepreneurs like Lemya, Dubai’s infrastructure, openness, and multicultural vibrancy create fertile ground for innovation. The MENA region, she predicts, will play an increasingly important role in the global audio and advertising landscape. With some of the highest podcast penetration rates in the world—70% in Saudi Arabia and 62% in the UAE—the region is already a leader in audio consumption.

“The MENA region has a young, tech-savvy population that demands culturally relevant content,” notes Lemya. Next Broadcast Media is at the forefront of this transformation, leveraging AI to create audio ads that launch within minutes. “We’re not just keeping up, we’re defining what’s next.”

Redefining innovation

For Lemya, innovation is about more than technology. “It’s about challenging the status quo and finding creative ways to solve problems,” she explains. At Next Broadcast Media, that means constantly rethinking how brands and audiences engage through audio—whether it’s by crafting more culturally relevant campaigns, exploring new storytelling techniques, or using AI to streamline ad creation.

Collaboration—especially among diverse teams—is at the heart of her approach.

“When people from different backgrounds come together, ideas spark. Innovation transforms industries, businesses and lives,” she says. This mindset has been instrumental in driving Next Broadcast Media’s success and shaping the future of audio advertising.

Women leading with purpose

Being a woman leader in media and technology comes with unique challenges. For Lemya, resilience and adaptability have been key. “Every job, every industry has challenges—that’s just life. What matters is how you tackle them,” she says. By fostering authenticity and transparency with her team and clients, Lemya has built a culture of trust and collaboration.

She is a strong believer in the power of diversity. “Women bring unique perspectives to the business world. Research shows that companies with more women in leadership roles perform better,” she notes. For Lemya, diversity is a necessity to drive progress and inclusion.

Leadership is about empowering others

“Leadership is about inspiring and empowering others to be their best,” Lemya explains. By nurturing talent and ensuring that every voice is heard, she fosters a culture of trust and purpose within her team. This approach not only fosters innovation, but also builds a sense of shared ownership and vision.

When asked for advice for aspiring leaders, her message is clear: “Never stop learning. Surround yourself with people who will challenge and inspire you. And don’t be afraid to fail; it’s part of the journey.

Final thoughts

Lemya’s story is one of bold innovation, cultural connection, and transformative leadership. As she continues to amplify the power of digital audio, her vision of breaking boundaries and inspiring others remains a beacon for leaders and innovators around the world.

Through her work, Lemya Soltani is proving that audio is more than just sound; it’s a profound way to connect, create, and inspire. In doing so, she is leaving an indelible mark on the media landscape.

Thank you

A heartfelt thank you Lemya, for your time and for sharing this inspiring vision and journey with such openness and authenticity.

The post Intimacy of sound: the unmatched power of audio first appeared on Happydemics' Blog.

Redefining value in a distracted world

Marion Chauviere — Fri, 17 Jan 2025 07:35:08 +0000

[LEADERS OF CHANGE]

In an age of relentless notifications and fleeting attention spans, the advertising industry faces unprecedented challenges. But, for Nikhil Jain, Insights & Marketing Solutions, Senior Director at Dailymotion Advertising, these challenges are fertile ground for innovation.
With a career steeped in engineering, consulting, and a decade-long immersion in France, Nikhil has honed a global vision for advertising that transcends mere attention metrics. His mantra? Create value that truly resonates with audiences. Let’s explore his transformative approach to advertising.

Creating value in advertising

For Nikhil, creating value in advertising is a nuanced art. “It’s not just about awareness or conversion,” he explains. “It’s about understanding the advertiser’s unique challenges, defining their objectives, and developing strategies that deliver targeted results.” Drawing on his experience managing campaigns for brands spanning performance, branding, and drive-to-store initiatives, he emphasizes the importance of customized solutions. Whether it’s predictive targeting tools or carbon-conscious strategies, his team’s mission is clear: to help brands not only stand out but stay relevant in a fragmented media landscape.

Attention is a strategy, not the goal

“Advertising has always been about storytelling,” says Nikhil. But in today’s “distracted world,” storytelling needs to evolve. He questions the notion that attention is the ultimate goal. Instead, he sees it as a step in a larger process. “When attention becomes the end goal, we lose sight of what truly matters: connecting with audiences on an emotional and contextual level.”

For Nikhil, metrics like viewability or completion rates can be limiting if treated as endpoints. “When the measure becomes an outcome, it’s not a good measure. We need to look beyond attention and think about long-term brand building. The future of advertising lies in creating processes that continuously refine and improve brand perception.”

Tackling the relevance problem

Why do so many ads fail to capture attention? Nikhil points to a lack of relevance. “Audiences expect personalized, meaningful experiences,” he says. “Yet too often, ads are misplaced or mistimed.” In a personal anecdote, he recalls being served a burger ad despite being a vegetarian. A broader issue is underscored by this disconnect: “Contextual relevance is key. Without it, even the most creative campaigns fall flat.”

Nikhil’s solution to this problem is threefold.

#1 Freshness

Content that feels new and speaks directly to the audience always stands out. “Whether it’s a breaking news story or an innovative ad, freshness captures attention.” For Nikhil, the key is understanding what feels relevant and timely to different audiences. A campaign that resonates in one market may fall flat in another.

#2 The hook

A quality and appropriate hook is essential. “The hook has to make an immediate connection,” he explains. But it’s not just about being bold. Nikhil emphasizes that context matters. A surprising start, like beginning a corporate meeting with a dance board, may grab attention but risks losing relevance if it’s misaligned with the audience’s expectations.

#3 The element of surprise

Nikhil highlights that surprise can be a powerful tool when used correctly. “Surprises that align with audience expectations create memorable connections,” he shares. But they must add value and not feel contrived.

“It’s about creating moments that matter, even in the shortest of interactions” he concludes. Nikhil also points to a cultural contrast he has observed while working on international campaigns. “In Australia, advertising tends to focus on pleasure—what joy or indulgence a product can bring. In Europe, the emphasis is often on benefits—like how a product relates to health or practicality.” Understanding these nuances helps to create content that’s not only relevant, but also resonates deeply in each of these cultural contexts.

Balancing data and creativity

With a background in data-driven decision-making, Nikhil champions the synergy between analytics and creativity. “Data removes the guesswork,” he explains, “but it’s creativity that resonates with audiences.” This dual approach enables his team to design campaigns that are both innovative and effective. For instance, through eye-tracking tests, they refine ad formats to maximize impact while ensuring the creative elements remain fresh and engaging.

“Creativity and data are tools” he says. “They’re not outcomes. Together, they help us achieve what we set out to do: connect with audiences in meaningful ways.”

Embracing distraction as an opportunity

Where others see distraction as an obstacle, Nikhil sees opportunity. “Distraction forces us to innovate,” he explains. “It challenges us to think outside the box and truly understand our audience.” By leveraging tools like Brand lifts, his team goes beyond surface metrics to uncover deeper insights. “We analyze multiple dimensions—from reach to creative perception—to paint a fuller picture of campaign performance.”

The role of AI in the future of advertising

Looking ahead, Nikhil is excited about the potential of AI. “AI is an incredible assistant,” he says. “It reduces operational effort, refines strategies, and helps us scale personalization.” But, he’s quick to caution against over-reliance. “AI is a tool, not a substitute for human creativity. The real value is in using it to enhance, not replace, our efforts.”

One of his ambitions for the future? Leveraging AI to predict consumer behavior at scale. “Imagine being able to skip manual studies and understand audience preferences directly. That’s where the real power of AI lies.”

Leadership in action

As a leader, Nikhil’s style is defined by empowerment and curiosity. Reflecting on his career, he shares how being given “a clean slate” early on shaped his approach. “It taught me to trust my instincts and push boundaries.” Today, he motivates his team by fostering a culture of continuous improvement, curiosity, and resilience. “Failure is normal,” he says. “What matters is what we learn from it.”

Final thoughts: building what’s next

When asked for advice for advertisers navigating today’s challenges, Nikhil keeps it simple: “Tell stories that people want to hear. Show authenticity. The more human your campaigns feel, the stronger the connection with your audience.”
In a world of fleeting attention, Nikhil stands as a beacon of thoughtful, impactful advertising. By combining data with creativity and embracing innovation, he’s definitely defining the future of advertising.

Thanks ✨

A heartfelt thank you to Nikhil for sharing his visionary perspective and to Emilie Exertier for facilitating this insightful exchange. Your contributions made this conversation truly memorable!

The post Redefining value in a distracted world first appeared on Happydemics' Blog.

Transforming advertising through data and creativity

Marion Chauviere — Wed, 11 Dec 2024 17:16:43 +0000

[LEADERS OF CHANGE]

In the fast-moving world of advertising, Ryan Pogy, Director of Data Partnerships at Broadsign, emerges as a transformative force, blending data-driven insights with creative innovation.

As a leader in DOOH advertising, Ryan redefines what it means to connect with audiences, showing that truly great campaigns are not just seen—they’re felt.

Endless potential to inspire

For Ryan, advertising’s true power lies in its boundless potential. “Each campaign is an opportunity to dig deeper and better understand how to reach and engage audiences,” Ryan shares. “The more we understand the impact of our messaging in real-world environments, the more effectively we can inspire audiences and shape moments that matter,” he explains. The boundless potential for learning and refining ad approaches.

One of his most memorable projects was a global airline campaign spanning seven countries. Despite the use of a single creative in English, the campaign achieved remarkable resonance across markets. “It proves that a high-quality creative from a well-recognized brand can transcend language barriers and leave a lasting impact,” he reflects.

DOOH changes the game

With a career journey through leading organizations like Nielsen and Broadsign, Ryan has positioned DOOH as a powerful tool in today’s fragmented media world. “DOOH amplifies the performance of other channels—digital, social, or traditional—creating a ripple effect that enhances reach, engagement, and brand lift,” he explains.

At Broadsign, leading DOOH ad tech developer, Ryan focuses on unlocking the untapped potential of DOOH through programmatic measurement and creative excellence. By merging data insights with bold ideas, he ensures campaigns not only captivate audiences but deliver measurable, impactful results.

Data creates clarity

In a cluttered advertising ecosystem, Ryan believes actionable data is the cornerstone of effective strategy. “No channel exists in isolation anymore,” he states. “With precise insights, we can show how DOOH complements other channels, enabling brands to make smarter, more impactful decisions.”

For Ryan, data is far more than just numbers—it’s the foundation for cohesive, meaningful campaigns that truly stick. “What excites me most is bridging the gap between the creative side of advertising and data-driven measurement, ensuring campaigns don’t just look good but deliver tangible results.”

Collaboration powers innovation

The sustainability of advertising, according to Ryan, is built on partnerships. He stresses the importance of working with collaborators who embrace innovation and share a forward-thinking mindset.

“I work with the right partners and tools to give brands the data they need to measure success,” he says. “Collaboration is key—whether with tech providers, data experts, or agencies—to integrate DOOH seamlessly into the broader media mix and amplify its impact.”

Shaping the landscape of tomorrow

Ryan envisions a future where DOOH is no longer an option but a necessity in every marketing strategy. “DOOH’s ability to deliver scalable results in real-world environments makes it a cornerstone of tomorrow’s media mix,” he predicts.

To achieve this vision, Ryan champions continued investment in advanced measurement tools, transparency, and the seamless integration of channels. “The future of advertising is collaborative, dynamic, and deeply connected. It’s about creating a media landscape that drives brand growth while forging meaningful audience connections,” he concludes.

Thanks

We thank Aliya and Ryan for sharing this inspiring vision, paving the way for a more impactful future in advertising ⚡️

The post Transforming advertising through data and creativity first appeared on Happydemics' Blog.

The art of making ads that truly stick

Marion Chauviere — Wed, 06 Nov 2024 14:53:46 +0000

[LEADERS OF CHANGE]

In a world where digital innovation and creative excellence define the success of brand stories, Steven Filler stands at the helm of ShowHeroes UK, driving a revolution in video advertising.

His mission? “Helping advertisers tell their stories and build their brands”. Steven aims to give ad players the power to connect meaningfully with audiences, free from the dominance of big tech giants like Google, Meta, or Amazon. But this journey goes beyond just delivering ads.

Challenging the giants: building trust through authenticity

For Steven, the narrative is clear: “video is the most effective way to tell brand stories” . But ShowHeroes isn’t just about delivering videos—it’s about providing advertisers the space to shine outside the walled gardens. “We offer a scaled alternative to the tech giants that allows advertisers to reach consumers in premium contextually relevant environments and while supporting quality journalism and programming” shares Steven.

This vision reflects a deeper ambition, one that goes beyond simple engagement: “Digital and creative innovation is vital” It’s about creating a balanced and sustainable future for the media industry, where trusted publishers and diverse voices continue to thrive. “A vision so important to the survival of a balanced and sustainable future for our industry”. By offering brands a way to be seen in authentic, contextually relevant spaces, Steven’s strategy is building long-term value, and that’s the kind of impact that sticks.

From attention to action: why Brand lift matters

But what makes ads truly stick in the minds of consumers? Steven believes it’s the combination of creativity and accurate measurement. At the forefront of modern advertising metrics, Steven combines attention metrics with Brand lift to reshape how campaign success is measured.

“Attention Measurement is a great way to assess media and placement quality, but a positive score doesn’t necessarily mean the ad received positive attention, it simply means the ad had the opportunity to receive attention.” Steven clarifies. “Only when we add Brand lift measurement can we know if the creative itself has converted this “opportunity” for attention into a positive outcome for the brand.” This combination, he explains, is what makes ads truly resonate.

The secret to making ads stick is in the details: relevance, targeting, and creative excellence. It’s not enough to catch the viewer’s eye; the ad must leave a lasting impression.

Empowering brands and preserving diverse voices

In today’s saturated and fragmented market, where audiences are bombarded with content, Steven’s approach stands out. His vision remains rooted in connecting advertisers with trusted publishers. The goal is clear: to create a sustainable ecosystem where both brands and publishers thrive, ensuring quality content and diverse perspectives.

“There’s huge scale in walled gardens”. We can’t allow the big tech platforms to dominate the space, or we risk losing the rich diversity of content that’s crucial for a thriving media landscape. “This means less content, less informed opinion and less choice for consumers who want to be educated and entertained” warns Steven.

ShowHeroes is committed to ensuring that trusted publishers are empowered, by investing in video editorial productions that provide high-quality, brand-safe environments. As Steven proudly notes, the world’s biggest brands are starting to see the value in this balanced approach—and that recognition is making their mission stick.

Strong partnerships: the foundation of success

At the heart of Steven’s success lies his approach to partnerships. “I value partnerships built on a foundation of trust and transparency”. But it doesn’t stop there. “It’s also really important that there is a strong business alignment that ensures our businesses can grow stronger together”. In a fast-paced industry like advertising, reactivity is everything. Steven appreciates partners who move quickly and are as impatient as he is to make things happen.

“I also consider myself lucky that I also have the opportunity to do business with people that I actually enjoy spending time with,” Steven adds with a smile, highlighting how these relationships have become a key part of ShowHeroes’ success. It’s this blend of agility and trust that makes these partnerships not only functional but long-lasting relationships that make businesses stronger and ensure high-performing campaigns.

Shaping the future: a new era for profitable, meaningful advertising

Steven Filler is more than just a leader; he’s shaping the future of video advertising with a vision that combines innovation, creativity, and human connection. For him, success lies in making advertising that resonate and last, to make a real impact.

This is the art of making ads that truly stick.

Thanks

A huge thank you to you, Steve ;), for sharing your time and insights with us—your vision and passion are a testament to the kind of leadership that is truly shaping the future of our industry ✨

The post The art of making ads that truly stick first appeared on Happydemics' Blog.