Security Cameras for Fish Owners and Headphones for Golfers: How Media Agencies Find New Customers for Clients

Media agencies sometimes stumble upon audience data significant enough to impact product strategy. To advertise its HomeHawk security camera, Panasonic was working with Robert Douglas and Boris Litvinov, two former Dentsu Media leaders who together founded the full-service agency Left Off Madison. The agency team relied on market research company MRI-Simmons’ audience data, intending to…