Chief Strategy Officer, Total Media
Lucas sits on the Total Media Group board as Chief Strategy Officer, working closely with teams to deliver the agency’s behavioural planning positioning and develop their research and data capabilities.
He started his media career at Leo Burnett before he moved to the media department of creative agency Leagas Shafron Davis. In 1998 he joined Zenith Media to become a founding partner and board director of Zed Media and in the same year was listed in Media Week’s Top 30 Under 30. Lucas helped build Zed to become one of the leading direct and digital specialists, before he left to set up Total Media Direct Ltd in 2003. In 2007 Total Media Direct was merged with the Total Media Group.
Since 2008 he has helped the IPA promote a culture of advertising effectiveness and is a contributing author to the industry’s effectiveness qualification - the Eff Test.
His personal mantra is: “always treat the client’s business like it was your own business”.