Lockard & Wechsler

What Lockard & Wechsler does

Lockard & Wechsler Direct (LWD) is a US-based performance marketing agency founded in 1991 and headquartered in Irvington, New York, operating in the direct response television (DRTV) and total video advertising segment. The firm manages more than $450 million in annual media billings across 80+ clients and approximately 150 campaigns in market each week, serving primarily enterprise and mid-market brands in retail, insurance, financial services, healthcare, pharmaceutical, telecom, education, hospitality, apparel and consumer goods. Long-tenured client relationships include Ideavillage Products (20+ years), Generac, Burlington Stores, Tommy John, esurance, Vonage, Choice Hotels and Endurance Warranty Services.

The agency's core offering is a unified suite of proprietary technology platforms spanning media planning, buying, analytics and attribution across linear TV, connected TV (CTV), over-the-top (OTT), streaming and programmatic digital channels. The product stack includes MediaPro (buy development and response attribution), PlanPro (end-to-end planning through billing), SmartMatch360 (cross-platform video attribution tracking airings to conversion and order), DigiPro (CTV/OTT lifecycle management), IntelliTrade (programmatic trading with DSP partner integrations including Amazon) and AudiencePro (AI-powered audience definition). These systems are underpinned by a long-running syndicated research investment (more than $1M annually) and a multi-year Nielsen measurement relationship.

LWD's business model is managed services: it charges agency fees for media planning, buying, optimization and attribution, while passing client media spend through its billings. Its go-to-market is direct enterprise sales supported by thought leadership content (quarterly Marketplace Conditions Reports, Behind the Screens newsletter, conference participation). As of July 2025, LWD operates under Attention Arc, a full-service media agency launched by Cheil North America that combines LWD with McKinney Media and manages $500M+ in billings, with LWD President Asieya Pine serving as co-president alongside Swapnil Patel.

Name

Lockard & Wechsler

Legal name

Lockard & Wechsler Direct

Website

https://lwdirect.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Lockard & Wechsler Direct is a US performance marketing agency managing $450M+ in annual media billings across 80+ clients, specializing in DRTV, linear TV, CTV/OTT, and programmatic video using its proprietary MediaPro, PlanPro, SmartMatch360, IntelliTrade, and AudiencePro platforms.

Ownership category

akta.pro rank

Product category

Performance Marketing & Direct Response Advertising Services

NAICS

Media Buying Agencies (54183), Media Buying Agencies (541830), Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Digital & Programmatic Media Buying (Display, Video, CTV, Audio) (BPAFABAB)

akta.pro secondary industries

Full-Service Media Planning & Buying (MPAAABAA), Programmatic Media Buying & Trading Desks (DV360/TTD, RTB) (MPAAABAB), Digital Marketing Strategy & Channel Mix Advisory (MPAAAFAF)

Keywords

• Direct response marketing
• Media planning buying
• DRTV advertising
• Performance video marketing
• Connected TV advertising

Headquarters

HQ city

Irvington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Media Planning & Buying Services: Agency charges fees for media planning, buying, and optimization services across linear TV, streaming (CTV/OTT), and digital channels. Manages over $450 million in annual media billings for 80+ clients.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Lockard & Wechsler Direct is a full-service direct response and performance marketing agency that plans, buys, executes, and attributes video advertising campaigns across linear TV, Connected TV (CTV/OTT), and digital channels. The agency manages over $450 million in annual media billings for 80+ clients across verticals such as DTC, retail, healthcare, pharma, insurance, financial services, and hospitality, using its proprietary MediaPro, PlanPro, SmartMatch360, DigiPro, IntelliTrade, and AudiencePro technology stack to deliver end-to-end campaign management with near-real-time attribution and optimization.

Product overview

Lockard & Wechsler Direct (LWD) operates as a total video performance marketing agency backed by over 30 years of performance marketing expertise. The agency offers a unified platform of proprietary technology tools for media planning, buying, analytics, and attribution across linear TV, streaming (CTV/OTT), and digital video. The core product suite includes MediaPro (buy development and response attribution), PlanPro (comprehensive media planning and operations), SmartMatch360 (cross-platform video attribution and tracking), DigiPro (CTV/OTT campaign management), and IntelliTrade (programmatic trading with DSP integrations). These proprietary systems work together to deliver end-to-end campaign management from strategy through execution and real-time optimization, all powered by AI-driven analytics including AudiencePro for audience segmentation.

Differentiator

Problem solved

Functional benefit

Brands

• AudiencePro™: Proprietary AI-propelled technology that helps define unique audiences and develop content-rich media engagement opportunities.
• MediaPro®
• PlanPro®
• SmartMatch360®
• DigiPro®
• IntelliTrade®

Products and services

• MediaPro Proprietary platform for developing media buys, importing response data, attributing Nielsen data, providing customized reports, and interfacing with accounting systems. Includes a robust planning module and the advanced attribution model SmartMatch360.
• PlanPro All-in-one media planning, measurement, and operations system providing intelligence on media usage, efficiency, and performance across the full media lifecycle from Pre-Buy through billing.
• SmartMatch360 Proprietary attribution platform that tracks all OTT, CTV, and streaming video commercial airings by date and time and attributes every response to each airing through to action, conversion, and order; also measures the impact of linear and advanced TV on brand search traffic.
• DigiPro Proprietary tool for Connected TV and OTT advertising offering strategic support across the full media planning and buying lifecycle, including targeted buy strategies, insertion orders, vendor relationships, trafficking, and billing reconciliation.
• IntelliTrade Proprietary programmatic trading solution for data-led digital advertising that streamlines access to DSP partners and leverages first- and third-party data for precision audience targeting and expanded digital reach; integrated with Amazon DSP as of 2025.
• AudiencePro AI-powered technology that defines unique audiences and develops content-rich media engagement opportunities to power audience segmentation and targeting across campaigns.
• Total Video Performance Marketing Services Full-service direct response and performance marketing agency services spanning media planning, buying, and optimization across linear TV, Connected TV (CTV/OTT), and digital video, managing $450M+ in annual media billings for 80+ clients with 150+ campaigns in market weekly.

Quantifiable outcome

• Exceeded Cost per Sale benchmarks by 65% for insurance/warranty client transitioning to total video strategy
• +3 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core, strategic and minor.

• Cheil North America / Attention ArccoreStrategic or Co-development Partner · 17 July 2025Cheil North America launched Attention Arc as a full-service media agency, formed by combining McKinney Media and LWD. The new entity manages $500M in billings across more than 80 clients. LWD President Asieya Pine serves as co-president of Attention Arc alongside Swapnil Patel.
• AmazonstrategicTechnology or Integration · 1 January 2025Amazon joined IntelliTrade, LWD's proprietary programmatic trading platform, as newest DSP integration. This enhances ability to drive measurable results across Amazon's robust e-commerce environment and enables full-funnel impact.
• UNICEF USAminorOthers · 22 October 2024LWD supports UNICEF USA's annual Trick-or-Treat for UNICEF campaign by securing key media placements for a special spot featuring Heidi.
• National Multiple Sclerosis SocietyminorOthers · 1 January 2024LWD participates in Bike MS: NYC event annually to support the National Multiple Sclerosis Society, rallying employees, family, and friends to participate in fundraising ride.
• NielsencoreTechnology or Integration · 7 August 2019Multi-year agreement with Nielsen as service of choice for Local TV measurement in all markets. Nielsen provides comprehensive, fully representative data for planning and campaign optimization. LWD is a long-time subscriber to Nielsen National TV data.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hawthorne Direct: Hawthorne Direct is a long-established DRTV media buying agency focused on direct response television campaigns, with deep station relationships and proprietary analytics. Directly comparable to LWD in target market (DR advertisers), service offering (DRTV planning/buying), and business model (agency fees on managed media spend).
• Response Media Experts (a Tinuiti company): Response Media Experts, now part of Tinuiti, is a direct response media agency specializing in DRTV, digital, and multichannel performance marketing for direct-to-consumer brands. Highly comparable to LWD in DRTV focus, attribution methodology, and middle-market/enterprise DTC client base.
• Direct Digital Holdings (Digi): Direct Digital Holdings operates the H&D buyer-side DRTV media buying platform serving advertisers and agencies. Comparable to LWD as a DRTV-focused media buying specialist with proprietary technology for campaign planning, attribution, and audience targeting across linear and CTV.
• THOR Associates: THOR Associates is a direct response media agency with DRTV expertise and a track record serving consumer brands with measurable performance campaigns. Comparable to LWD in DRTV planning/buying focus and emphasis on accountability and response attribution.
• Expert Media Group: Expert Media Group is a direct response media agency specializing in DRTV, infomercials, and short-form performance campaigns. Comparable to LWD as a DRTV specialist serving similar 'As Seen On TV' and direct-to-consumer brands with measurable media buying services.
• McKinney Media: McKinney Media was combined with LWD in 2025 to form Attention Arc under Cheil North America. Directly comparable as a performance media agency that was the merger counterparty to LWD; both shops serve similar consumer and retail clients with measurable video-driven campaigns.

Broad incumbents

• Havas Media Network: Havas Media is a global media agency network offering full-service planning, buying, and analytics across all channels. Comparable to LWD as a broad incumbent offering total-video capabilities; LWD's EVP of Digital Strategy was previously SVP at Havas Media Group, underscoring direct talent and capability overlap.
• OMD (Omnicom Media Group): OMD is a global media planning and buying agency network with substantial direct response and performance marketing practices. Comparable to LWD as a broad incumbent competing for the same enterprise client budgets and increasingly investing in CTV attribution capabilities that overlap with LWD's specialization.
• Merkle (dentsu): Merkle is a performance marketing agency within dentsu specializing in data-driven customer relationship marketing, addressable media, and attribution. Comparable to LWD as a scaled, analytics-driven media agency serving enterprise clients with measurable, multichannel campaigns.
• GroupM (WPP): GroupM is WPP's global media investment management operation overseeing agencies including Mindshare, Wavemaker, and Essence. Comparable to LWD as a holding-company-scale competitor in total-video planning/buying, with deep relationships across the same TV network and CTV supply partners LWD negotiates with directly.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lockard-wechsler-direct
• Instagraminstagram.com/lockardwechslerofficial
• Xx.com/lwdirect
• Facebookfacebook.com/lwdirect

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles26 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lockard & Wechsler