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Our Purpose

Real Media Fusion is about the human connection. We apply this approach to everything we do – from our interaction with our clients, to our partners, with our audiences and each other.

Our Approach

Real Media Fusion is about making the human connection, on their terms, not ours – where and when your audience is most receptive to the message. We’re not structured like a traditional media agency, allowing silos to dictate how we build media plans. We take a 100% media agnostic approach and bring fresh eyes to each and every project we’re awarded.

With more than 25 years of experience working at worldwide ad agencies, large and small, we have developed an approach to media planning and buying that works most effectively for our clients as well as the humans with whom we’re connecting.

The secret ingredients to our success start with some really basic concepts:

Keep it Simple

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Albert Einstein said it best… “If you can’t explain it simply, then you don’t understand it well enough.” That is one of our founding principles. At a time when there are more media choices than ever, clients need a media agency that can explain their recommendations logically and back them up with sound reasoning and research. While media channels and approaches are evolving by the minute, classic planning principles still prevail.

Reach audiences the way they're consuming media

media-consumption
Seems like a pretty straight forward concept, yet 99.99% of media agencies and media departments are still broken down into silos, each with their own P&L. What this creates is an atmosphere where each division is vying for their clients’ dollars or trying to reach their internal budgetary goals, rather than doing what’s most effective to connect with their audience.

Conversely, we do a deep dive into multiple forms of research and insights, study from many angles, then come up with the best solution to connect with your human audience – where, when and how they are going to be most receptive to the message. We don’t segment our recommendations as Offline vs Online or Traditional vs Digital. Rather, we use a completely integrated approach to media planning that connects you to your audience using the same fused approach human beings use when they are interacting with their environment and media channels.

Thirst for Knowledge

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“The sign of intelligence is that you are constantly wondering…” –Jaggi Vasudev.
This philosophy is embedded in our DNA. We can’t help but wonder, ask questions and look for new, break through solutions.

Hub & Spoke Model

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While we are a full service media solutions agency that offers intuitive, media agnostic planning and buying across all media properties; we also understand that integration needs to occur seamlessly across all disciplines. Due to our collaborative nature and long term relationships throughout the industry, we can partner with or refer any other specialties needed, including web development, PR, sports marketing, creative and beyond.

Nimble

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We have all seen that the larger an agency becomes, the more layers and processes are developed, resulting in a very frustrated and impatient client.

We are a boutique media shop with very few layers, allowing for quick turnaround as well as exceptionally creative and strategic media planning & buying. We combine these with the hands-on expertise of seasoned media professionals who are hungry to learn and grow, yet know from experience, what pitfalls to avoid. Budget big or small, you will consistently get the best of the best and receive your deliverables in a timely manner.

Media is in a Sea of Change

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Media channels and opportunities are changing constantly, which require media professionals to think on their feet, apply knowledge to the changing media landscape, and develop best practices for a strong media solution.

Very infrequently can we simply apply a media formula we learned in college to a current day media challenge.

Media is cross pollinating with disciplines that once were very separate – lines are blurring between Media, Creative, Technology, PR and beyond. Media professionals today need to look at the holistic terrain and come up with the most effective solutions to meet the communication objectives at hand.

Multi-tasking Prevails

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No longer is it just the 18-24 year olds who are multi-tasking. Look around at your clients, neighbors, doctors, gym buddies and you’ll see everyone is multi-tasking now, more than ever.

Media quintiles alone won’t tell the story. Humans are spreading their time across a multitude of channels, interacting with some separately, but more times than not, interacting with multiple channels simultaneously. Most people have their favorite TV programs, cable networks, social media sites, wearable technology apps and it is a skilled media professional that can bring to light a clear picture of the audience media usage habits, to create a customized media mix for each unique campaign.

Additionally, these same audiences are looking for particular types of content on specific media channels with a customized message. How many times have we received an email from an auto manufacturer from which we recently purchased a car, asking us to become a customer or buy a vehicle we just bought from them??? Shotgun messaging, just like shot gun media targeting, doesn’t work anymore. We have moved to an age of customization.

Big Data

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We have seen a shift in emphasis from the “Big Idea” to “Big Data”. Data is being used on the front and back end of media planning and buying.

On the front end, we can use data collected from digital retargeting efforts to fine tune traditional and digital plans to reach the precise target audience. Google trend analyses are being used to develop succinct seasonal targeting based on when audiences are searching key words.

On the back end, data is being used more and more to analyze effectiveness of buys and guide optimization. Clients are used to the data they can get from digital properties and are now expecting that same type of accountability across all media channels. Media attribution is still evolving. While we can attribute where a lead is coming from when a human is surfing the web, no one has yet come up with a truly accurate and effective means of attributing leads across the vast media landscape. Until that happens, media professionals need to help their clients develop solutions that best measure the effectiveness of their campaigns with the tools we have at our disposal.

What They Are Saying About Real Media Fusion...

  • There are a number of reasons we work with Real Media Fusion– they’re nimble and have an ability to come in and out of a projects as necessary, they think outside the box and most importantly they think like marketers not just media experts. We value Real Media Fusion tremendously

    — Brand and Creative Agency Partner —
  • Real Media Fusion brings the extensive experience and track record of its founder along with the best independent analysts to execute flawless media campaigns. They have the bandwidth to create cutting edge, media savvy plans together with a fearless attitude- innovation and activation that will deliver results.

    — 24-year senior media account executive with a cable provider —
  • Real Media Fusion understands measured media, how to track it and what it can reveal; they have a deep understanding of how The Affordable Health Care Act will affect Marketers relative to obtaining and managing huge amounts of data. RMF’s pharmaceutical knowledge will be very helpful in guiding hospital Marketers into sub-segmenting from disease type to disease stage; within the next two years Hospital Marketers’ focus will change completely from filling beds to keeping people healthy and out of hospitals – all this change makes for a great opportunity for a group like RMF. They understand segmentation, tracking and dealing with large amounts of data. I have not run into other agencies who get these things as well as they do.

    — Healthcare Marketing Consultant —
  • As an agency with a range of clients from smaller more regional businesses to national and international accounts, finding the right media partner for each client can be a challenge. Real Media Fusion is the right partner to fit our always-changing needs. Sue’s team is flexible and nimble in working with the different types of businesses and industries that we serve, while also having the experience and relationships that one would expect of a large media agency. Their strategic approach and collaboration with our team has led to some big wins for us, and we are thrilled with progress so far.

    — Acct Supervisor, Creative Partner Agency —

Experience

Sue Laks New Website Photo 8-4-17

SUE LAKS

FOUNDER
I have guided creative and strategic media planning and buying for national and global agencies for over 25 years. I originally wanted to be a copywriter but since there were more jobs available in media planning, decided to try my hand at that. What I found was that I could combine my creativity and love for statistics together to develop interesting, break through media plans and buys. My focus for the last 10 years has been on developing truly integrated media plans that target the consumer the way he/she consumes media.

Prior to starting Real Media Fusion in 2014, I led the media team at Razorfish Healthware, where I was VP, Group Director. Prior to joining RHW, I worked at Harmelin Media for 15+ years and before that, at several full service ad agencies such as LOIS/EJL and Cramer-Krasselt in Chicago, FCB/Leber Katz Partners NY and FCB Philadelphia.

I am a graduate of Southern Illinois University at Carbondale where I earned a B.S. in Journalism, Specialization in Advertising.

I have experience in many categories including:

Communications:

  • AT&T International

Media:

  • WTXF-TV (Phila)
  • WBBM-TV (Chicago)

Government:

  • Commonwealth of PA (Penn DOT, Dept of Environmental Protection, Dept of Agriculture)
  • DRPA – See Something, Say Something campaign

Education:

  • University of the Sciences in Philadelphia
  • k12

Sports:

  • Philadelphia Soul

Automotive:

  • Chicagoland Chevrolet/GEO Dealer Association

Retail:

  • Jewel Foods
  • Peopod Online
  • Osco/Sav On Drug Stores

B2B:

  • Cozen O’Connor
  • Biogen Idec
  • Novo Nordisk
  • Maiden Re
  • Therm Omega Tech

CPG:

  • SuperPretzel
  • Luigi’s Real Italian Ice
  • Bimbo Bakeries USA
  • Goldenberg’s Peanut Chews
  • Nabisco/Planters Life Savers
  • Chupa Chups USA

Home Improvement:

  • inLighten Window Screens
  • EP Henry Pavers
  • Plain & Fancy Custom Cabinetry
  • Skil & Bosch Tools
  • Rust-Oleum Paints

Financial:

  • Beneficial Bank
  • Sovereign Bank
  • Philadelphia Federal Credit Union
  • Sun National Bank
  • Glenmede
  • GenSpring
  • SEI Wealth Network
  • LaSalle National Bank

Health & Wellness:

  • Capital Health System
  • Galderma
  • Biogen Idec
  • Express Scripts
  • Medtronic
  • Nutri/System
  • Jenny Craig El Paso, TX
  • Main Line Health
  • C.H.O.P. Foundation
  • Osco/Sav On Drug Stores
  • Novo Nordisk

Contact

WE'D REALLY LOVE TO HEAR FROM YOU SO DROP US AN EMAIL AND WE'LL GET BACK TO YOU SHORTLY.

Real Media Fusion

445 Twickenham Road
Glenside, PA 19038

(856) 287-2165

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Connecting Humans Through An Integrated Media Approach

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