Left off Madison digs into specific ethnicities to carve out its niche

By Michael Bürgi for DIGIDAY

Ivy Liu

Digiday’s profile of Left Off Madisonplaces CEO Rob Douglas and President Boris Litvinov squarely at the center of the agency’s story, highlighting how the former Dentsu and Merkle executives built a distinctive, data-driven alternative to traditional agency models.

Douglas describes Left Off Madison’s integrated approach as a return to the strengths of classic Madison Avenue, bringing creative and media together under one roof without the cost and complexity of multiple agencies. Litvinov, meanwhile, explains the agency’s specialty: identifying meaningful differences within ethnic audiences instead of treating broad communities as homogeneous marketing segments.

The article showcases how Douglas and Litvinov translate that philosophy into measurable results. Through Tiendita, a tool created with data company Evidnt, Left Off Madison connects nuanced cultural insights with real-time purchasing and media-consumption behavior from convenience-store data. This enables the agency to build more precise audiences than conventional methods based on surnames or overly broad demographic categories.

For Ajinomoto Foods, that precision helped a Ling Ling dumplings campaign generate three times the sales lift of the brand’s general-market programmatic efforts. Douglas explains that the agency begins with a tightly defined core audience and expands outward through lookalike modeling.

By profiling Douglas and Litvinov’s leadership, Digiday positions Left Off Madison as an agile, sophisticated agency turning cultural intelligence and granular data into stronger targeting, greater efficiency and tangible client growth.

Read the full article on DIGIDAY HERE (full article may be behind a subscription-based pay wall)