Security Cameras for Fish Owners and Headphones for Golfers: How Media Agencies Find New Customers for Clients

Audience analysis can lead brands in surprising directions

By Olivia Morley for Adweek

Nannapat Narapanperakul/iStock

Adweek’s exploration of how media agencies uncover unexpected audiences places Left Off Madison co-founders Rob Douglas and Boris Litvinov at the center of a compelling case study in data-driven strategy.

Working with Panasonic to promote its HomeHawk security camera, Douglas and Litvinov initially set out to identify likely buyers within the traditional home-security market. Their analysis of MRI-Simmons audience data, however, uncovered a surprising customer group: tropical-fish and reptile owners were purchasing the cameras and mounting them near their tanks to monitor their animals.

Rather than dismissing this unexpected behavior as an anomaly, Douglas and Litvinov turned it into a strategic opportunity. Left Off Madison partnered with influencers in the tropical-pet community to develop relevant content and test its performance against conventional home-security messaging.

Their inclusion in the article showcases Left Off Madison’s ability to move beyond standard audience assumptions and translate overlooked data into actionable marketing ideas. It also highlights the agency’s broader value to clients: Douglas and Litvinov do more than place media—they identify emerging consumer behaviors that can reshape targeting, creative strategy and potentially even product positioning.

By leading with Left Off Madison’s Panasonic work, Adweek presents Douglas and Litvinov as forward-thinking agency leaders who use careful audience analysis to discover growth opportunities hiding in plain sight.

Continue reading on Adweek HERE (full article behind subscription-based pay wall)