Modern Marketing + Measurement

Out of Home, In the Spotlight: Why Reach and Distinctive Brand Assets Still Rule with Bauer Media Outdoor UK’s Lindsay Rapacchi

In this episode of Modern Marketing and Measurement, Lindsay Rapacchi, Director of Research and Insight at Bauer Media Outdoor UK, joins us to explore what makes Out of Home such a timeless and effective channel in today’s marketing mix.
Lindsay breaks down the power of distinctive brand assets, why reach still trumps precision, and how to avoid common missteps in marketing mix modeling and retail media positioning. From mental and physical availability to the enduring laws of brand growth, this conversation is a masterclass in keeping marketing grounded in what truly drives effectiveness.
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Scaling with Soul: How Background Noise Blends Data, Diversity, and Human Insight in Modern Marketing

In this episode of Modern Marketing and Measurement, hosts sit down with Alexis and Grace—two of the powerhouse co-founders behind Background Noise, a fast-growing, BIPOC and female-led marketing consultancy redefining how brands measure success. They share how they’ve scaled their agency by leading with authenticity, people-first insights, and data-driven creativity—while helping clients navigate attribution challenges, creator partnerships, and the fast-evolving role of AI in performance marketing.
From turning “educated guesses” into actionable strategies, to showing brands how to balance analytics with cultural understanding, this conversation is a masterclass in modern marketing with meaning.
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Breaking Through the Noise: Kevin McGehee of Horizon Media on Unified Marketing Measurement

The marketing measurement landscape has never been louder—or more fragmented. In this episode of Modern Marketing and Measurement, Kevin McGehee, EVP of Advanced Analytics at Horizon Media, explains how brands can cut through the chaos to create a single source of truth. Kevin shares how his team builds common taxonomies, ties real-time data to activation technology, and uses AI to surface actionable insights faster than ever. From shifting away from platform-reported attribution to creating predictive, omni-channel models, Kevin reveals how marketers can focus on who campaigns work for—not just what worked—and turn analytics from a rearview mirror into a growth engine.
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Bridging America’s Brand Divide: Inside Bailey Lauerman’s “Everything In Between” Study

On this episode of Modern Marketing and Measurement, we sit down with Greg Andersen, CEO of Bailey Lauerman, to explore the agency’s groundbreaking “Everything In Between” research. Greg reveals how the study uncovers two distinct consumer mindsets—Pragmatists and Experientialists—and why understanding these audiences is critical for brands navigating today’s polarized marketplace.
From the lessons of New York’s high-energy 90s ad scene to the challenges of building an award-winning agency in Omaha, Greg shares insights on leading through uncertainty, creating a culture that retains top talent, and helping brands connect authentically with audiences beyond the big metros. Learn why influencer marketing isn’t a one-size-fits-all solution, how “reliability core” messaging builds long-term trust, and how brands can safely play a role in bridging societal divides without losing sight of their core values .
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Rethinking Attribution in the AI Era featuring INCRMNTL Founder Maor Sadra

Has marketing measurement been broken from the start? INCRMNTL’s founder, Maor Sadra, joins us to unpack why last-click attribution led us astray, how AI is reshaping measurement, and what CMOs must do to future-proof their strategies. From privacy shifts to the human role in decision-making, this episode of Modern Marketing and Measurement explores the next era of marketing effectiveness.
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Modern Marketing + Measurement Trailer

Modern Marketing + Measurement is a brand-new podcast from Advertising Week explores the evolving landscape of analytics, attribution and marketing performance and expert insights, industry trends and actionable strategies.
Stay ahead with in-depth analysis on emerging technologies, privacy shifts and the future of measurement.
Coming Summer 2025.
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