We’re growing our media team. Lars Johnsen Jørgensen has joined s360 as Senior Director, Media Partnerships, bringing nearly a decade of offline media experience. With Lars on the team, we’re strengthening our offline media offering to continue helping our clients plan and measure their whole media mix, digital and offline, as one strategy.
Lars joins us from Omnicom Media Group, where he planned, bought, and negotiated offline media, with particular depth in linear TV, radio, and cinema. It’s a strong match for where we’re headed: we already plan and run linear TV, addressable TV, out-of-home (OOH), radio, and print for a number of clients, and Lars will lead the next step in building that side of the business.
We asked him what drew him to s360:
“s360 has spent several years moving and challenging the digital side of the industry, and I’ve been following along with curiosity from the sidelines,” Lars says and continues:
“I’ve worked with offline media buying, trading and negotiation for almost ten years. It’s an industry that has largely kept the same tools and ways of working. At s360, the ambition is to rethink that. Together with talented AI specialists and engineers, we’re going to optimise the whole process, from planning and buying to reporting and measuring impact. I’m incredibly excited to be part of it.”
Over the past years, we’ve built a strong foundation in media mix modelling, incrementality studies, and incrementality-adjusted reporting, giving clients a clear and holistic read on what their media investment does across channels.
Now we’re bringing the same data-driven approach to offline, and Lars adds the hands-on experience to take it further. That means measuring TV, addressable TV, and OOH by what they actually deliver for a brand, such as brand interest, branded search, sales, and the way channels support each other, rather than by reach and estimated impressions alone.
Mark Allerup, Managing Director at s360 Denmark, on the hire:
“Lars brings real offline experience in-house. Combined with our measurement and AI capabilities, it means our clients can evaluate offline investment on the same terms as digital. That helps them build a media mix that makes a difference to their business in both the short and the long term.”
s360 is a marketing and AI consultancy founded in 2011. From our 10 offices across 8 European countries, our team of more than 330 specialists and engineers works together on the same mission: to help brands and retailers grow.
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