Media Matters: “We’re Being Catapulted Into a New Age” with Adam Telian
Adam Telian joined integrated creative agency GYK in December 2023, bringing nearly 15 years of experience overseeing creative, strategically-led and performance-driven media programs for clients like New Balance, Bose, Harley-Davidson, Altra Running and Dietz & Watson, and agencies like Mediahub Global and New Engen.
He’s guided both traditional media planning and buying efforts and digitally focused growth marketing campaigns for large and small brands, with a keen focus on media innovation, data analysis, comms planning, consumer behaviour and customer journeys.
LBB> What was it about the world of advertising media that pulled you in? What did you do before you got into media?
Adam> Before getting into media, I started off in the world of sports marketing, first as an intern in MetLife’s sports marketing department and then at a small sponsorship agency in Denver. But it didn’t take long to realise that it wasn’t sports that drew me in – it was marketing. In particular, media – and how art and science, or creativity and data (two of my favourite things) could work in combination to help brands reach audiences in more-effective ways.
Plus, it feeds my almost unhealthy competitive streak. Media constantly pushes you to adapt, solve new problems, and find ways to help clients thrive in an ever-changing landscape. That’s what led me to my first media-focused role in 2012 and has kept me fully engaged and excited about being part of the media world ever since.
LBB> Over the course of your career, what have been the most significant changes you’ve seen in the media side of the industry?
Adam> The most significant changes I’ve seen in media are directly related to the explosion of data that’s now at our fingertips. It’s completely shifted how clients think about measurability, sharpening their focus on short-term results. Retail media has been a huge catalyst, with its closed-loop approach to targeting and measurement giving brands a more direct line to outcomes.
The other driver of that explosion of data is the ongoing shift from traditional to digital channels, especially in TV and audio. The need for on-demand content and the expectation of instant gratification have pushed people towards digital platforms.
For advertisers, that allows us to tout our ability to deliver better targeting and reduced waste. But it’s not without its complications – we’re now navigating a far more fragmented media landscape that demands an incredible level of creative customisation. It’s all about finding ways to harness and use these shifts to unlock better performance.
LBB> What was your first job in the media industry and give us a taste of the path that your career has been on?
Adam> My first job was as a media analyst at IMM in Boulder, CO, working on Chili’s digital media. It was a fantastic introduction to the digital space because I got to touch everything – SEM, app installs, online video, you name it. And everything was done through the lens of performance media, where data, measurement, and driving business impact were top priorities.
That experience is the foundation for how I approach media today and the reason I’m still thinking about their Awesome Blossom, even though it was discontinued two years ago.
After IMM, I headed back to Boston to join Mediahub, where I spent seven years working with incredible brands like Bose, New Balance, and Harley-Davidson, helping them connect with younger consumers and execute innovative media activations like custom gaming partnerships and first-to-market sports sponsorships with the NFL and X-Games.
During my time there, I broadened my experience beyond performance media all while learning from some of the sharpest creative media minds in the industry. After Mediahub, I returned to my performance roots, joining the leadership team at New Engen out of Seattle. Then when the opportunity to serve as head of media for an integrated creative agency, GYK, crossed my path, it was an easy 'yes' – it was the perfect place to bring everything I’d learned to the table.
LBB> In more recent years, which projects or clients have proven to be the most stimulating and satisfying to work on and why?
Adam> Two clients that come to mind are New Balance and Sweet Baby Ray’s.
Back in 2017, when I first started working with New Balance, they were struggling to connect with Gen Z and Millennials – audiences they knew would define their next chapter. They came to us ready to be pushed outside their comfort zone. That willingness to take risks allowed us to innovate in the truest sense, and it led to some genuinely ground-breaking work.
For example, we helped New Balance break into the gaming category by partnering with a streamer to develop a Fortnite speedrun course inspired by the Boston Marathon. The best part was that they treated us like real partners, pulling us deep into their organisation and culture, which made the collaboration incredibly rewarding and effective.
At GYK, I’ve had the chance to lead media strategy for Sweet Baby Ray’s, a staple in my kitchen and the country’s favourite sauce brand, which is feeling the constant pressure from the never-ending parade of up-and-coming sauce competitors.
They challenged us to help them stand out, expand their relevance beyond BBQ, and remind everyone why they’re the undisputed 'boss of sauce'.
They’ve given us the leeway to take them into new spaces like long-term, strategic influencer partnerships and even leaning into meme culture. Partnering with meme creators like @middleclassfancy @raddad and @shitheadsteve to promote their new hot sauce was not on my, nor our clients’, bingo cards for 2024, but you go where your strategy goes and where your audience is.
And you can’t argue with nearly 10 million social impressions and a million engagements.
LBB> In media, an understanding of human behaviour is so important - what are some of the most interesting changes you’re seeing in terms of how we behave with and interact with media?
Adam> I think there’s this wild paradox where people are glued to their phones and seeing a million ads a day while simultaneously trying to be more intentional about trying to disconnect.
Sure, they’ll scroll TikTok or Instagram any chance they get, but they’re also actively trying to set boundaries, mute notifications, or curate what they let in to avoid feeling overwhelmed. It’s this weird balance between craving constant connection and wanting to protect their headspace.
For us in media, that means we’ve got to be smart about cutting through the noise and making sure we’re adding value, not just more clutter. To do that, we need to have a deep understanding of our audience – what they care about, what genuinely resonates with them, and where they’re most likely to engage.
LBB> Brand safety is more important than ever and consumers and campaign groups are increasingly holding brands to account for the media they choose to spend on - what are your thoughts on this phenomenon and how are you and your teams navigating it?
Adam> Brand safety has always been a non-negotiable for me. As stewards of our clients' brands, it's our responsibility to protect and uphold their reputations. We have to ensure we’re taking every step to protect our clients while also demanding transparency and responsibility from the platforms themselves.
This has become a bit more challenging with the recent dissolution of GARM, which played a key role in setting industry standards. Without that centralised authority, it’s even more critical for us to be vigilant and maintain our own high standards for brand safety.
What’s changed in recent years is the heightened politicisation of certain platforms and publishers, who have become more vocal about their values.
This shift has brought a new level of scrutiny from consumers, who now expect brands to express their values not just through their creative but also through where they choose to spend their media dollars. It means we have to be even more mindful about the outlets we recommend, ensuring they align with both our clients' objectives and the values they stand for. It’s about making strategic choices that protect the brand while staying true to what they represent.
LBB> What do you think are the most pertinent debates happening in the media field right now?
Adam> One of the biggest debates in media right now is the value of brand building versus short-term sales. There’s constant pressure to deliver immediate results, but we know that long-term brand equity is crucial for sustained growth. Finding the right balance between quick wins and building something that lasts is a challenge that every marketer is grappling with.
Another hot topic is the value and validity of third-party data targeting. With privacy regulations tightening and cookies on their way out, there’s a lot of scepticism about how accurate third-party data really is – I mean, how many times have we all been targeted with ads for something we bought two weeks ago?
The real question is, do we keep clinging to data that’s becoming less reliable, or is it time to double down on first-party data that actually helps us understand and connect with real people?
LBB> Decoupling, recoupling, creative agencies trying to build media functions, media agencies creating content studios… what’s your take on the relationship between creative and media and where do you think it’s going?
Adam> I think the relationship couldn’t be closer, or maybe more accurately, it should be closer than ever. With today’s fractured media landscape and the various platforms and devices people are using, if your creative and media strategies aren’t working hand in hand, you’re leaving a lot of value on the table. Audiences have different expectations depending on where they are, and if you’re not tailoring your creative to fit those nuances, you’re going to struggle to grab their attention.
Our recent 'Sweet Baby Ray’s' hot sauce campaign was a perfect example of how this comes to life. We started with a simple concept of changing their name to 'Hot Baby Ray’s' but then we worked in lockstep to build a media plan and creative assets that went hand in hand.
We knew where the creative wanted to go; it was shaped and moulded by the media placements and partners we wanted to leverage to break through and stand out. All in all, it was a huge success driving tons of engagement online and product trial, which were our two primary objectives.
LBB> The wider industry has become really obsessed with artificial intelligence, but media has been using variations of AI and algorithmic automation for some time - what’s your take on the longer term influence of AI on media? Are there any aspects of media planning that you think AI could still have a big impact on?
Adam> The media industry has been throwing around terms like AI and machine learning for years, but it’s never really moved the needle for productivity on the planning side. Until now, it’s always felt like more of a buzzword than anything meaningful.
But we’re being catapulted into a new age.
Generative AI is where I see the biggest opportunity for AI to play a larger role in media. I see AI supporting media planners and buyers in making more informed decisions – whether it’s identifying the right publishers to RFP, curating a list of influencers based on audience makeup and content style, evaluating RFPs by juxtaposing proposals and historical performance, and, of course, effortlessly analyzing data to highlight key trends and insights.
But here’s the thing: it’s not about AI taking over; it’s about using it to make our people better, faster, and more data-driven. It’s a tool to amplify human touch, not replace it. If I’m wrong, and AI does take over, then none of this matters anyway right?
LBB> More attention is being paid to the environmental impact of various media types, particularly in digital - where do you think the industry is in terms of tracking that impact and minimising it?
Adam> Like many social causes, reducing environmental impact tends to be prioritised by organisations that already have it ingrained in their core values. I haven’t had clients specifically ask about their media's environmental footprint or how to reduce it, which confirms for me that it’s not a top priority across the board.
To be honest, I don’t expect the industry to truly prioritise it until the cost of ignoring the issue outweighs the premium of addressing it.
That said, we’re just at the start of this movement as an industry. As brands seek new ways to reduce their footprint, I think we’ll see more meaningful action, along with increased innovation in our ability to track and reduce our environmental impact.
But, as a natural sceptic, I expect as this sector grows, we’ll quickly see several newcomers in the arena and we’ll need a sharp eye to weed out the ones that may be over-promising. This is a space that could easily be rife with fraud due to the challenges with auditing the data.
LBB> As an industry, we’re obsessed with the new - and for good reason, it’s often where the money lies! But are there any more traditional forms of media that you think we’re sleeping on a bit or that you think still make a big impact when it comes to connecting with consumers?
Adam> Out-of-home (OOH) immediately came to mind. What I love about OOH is that it puts you in a box and forces you to simplify your message, challenging you to be smart and strategic. You have to make an impact quickly, with no room for fluff – your creative has to get straight to the point, unlike the word salad you can get away with in a 30 or 60-second video spot.
Plus, OOH continues to evolve with 3D boards, innovative formats, retargeting capabilities, and performance tracking. And the best part? It’s not going anywhere. We’re always going to be driving down highways, passing through airports, or walking through Times Square – no new social media app or connected device is going to change that.
And unlike digital ads, OOH avoids the pitfalls of banner blindness or ad blockers – it’s part of the real-world environment, making it impossible to miss. Seeing a brand on a massive billboard or transit ad gives it a sense of legitimacy and credibility – it feels more permanent and trustworthy, offering a level of authority that digital ads often lack.
LBB> Who are your media heroes and why? And what sort of media do you enjoy?
Adam> I’m not sure I have media heroes per se, but I’m absolutely inspired by people I have worked with who have helped me hone my approach to media. Former colleagues (calling them colleagues makes me feel better but they were definitely my bosses) like Sean Corcoran, John Moore, and Laurel Boyd taught me the value of innovation, how to challenge conventional thinking, and how to win by taking risks. I wouldn’t be where I am today without having seen them in action.
I also admire thought leaders outside the field, like Scott Galloway and Steven Dubner, whose literature and content help me approach problems differently and broaden my view of the world around us. In marketing, we’re constantly challenged to solve complex business issues, and that demands a fresh perspective and thinking beyond just ads.
According to the screen time report from my phone, my top media destinations are TikTok, Reddit, and Hulu. I wish TikTok wasn’t on that list but I’m a data guy and there’s no arguing with numbers.
