What does it take to build a media brand that audiences genuinely connect with, and what can marketers learn from a company that has made humor, honesty, and cultural relevance its calling cards?

On this episode of Great Minds, we welcome Lexi Novak, Vice President and Creative Director at Betches Media, for a conversation about the changing relationship between brands, entertainment, and audiences. Lexi shares how Betches maintains its distinctive voice while expanding across platforms, why the best branded content doesn't always feel like advertising, and how marketers can participate in culture without simply chasing trends.

We also explore why brands need to trust the people who understand their audiences, how social sharing is becoming an increasingly valuable measure of creative effectiveness, and why AI makes authentic human perspectives more important than ever. Looking ahead, Lexi explains why the future of media belongs to companies that prioritize relationships over distribution channels, and why marketers shouldn't overlook the enormous influence and spending power of millennial women in their pursuit of younger generations.

Joining us is Jerome Shimizu, CEO of ABCS Insights, whose company takes its name from the four areas it measures: Audience, Brand, Consideration, and Sales. Jerome explains how ABCS applies the same measurement methodology across 16 marketing channels so advertisers can compare results consistently. We discuss how its tools connect those findings, including a Net Opportunity Score designed to identify growth opportunities, and why clearer measurement can give overlooked channels credit for the business they help create.

Joining us is Victoria Hoyle, Global VP of Intelligence at The Social Element. Victoria takes us through the agency’s Brand Currency research, explaining how brands build relationships through fandom, conversation, and moments people want to share. We discuss what Formula One’s storytelling reveals about emotional connection, why listening needs to extend beyond a brand’s own channels, and how marketers can use those insights to decide what to do next.