Media Darwin is a boutique-consulting firm solely devoted to media strategy, execution and analysis. Our services help media-involved organizations such as world-class branded advertisers, publishers, technology companies and content intermediaries better observe, analyze and ultimately eVolve their media thinking and practices, and often with transformative results.
We provide our clients with timely, accurate and actionable insights, along with hands-on support to assist in making better media utilization and investment decisions.
To download our informational overview click here.
Jim is the Chief Strategic Officer and Co-Founder of Media Darwin, bringing nearly twenty years worth of experience in all facets of online advertising, digital strategy, media planning, buying, analytics and measurement. For Media Darwin’s media planning and buying clients, Jim shapes strategy and planning structure through our proprietary Zero-Based Media Planning methodology that Jim developed. Jim oversees many of our media strategy engagements including the planning and execution of primary and syndicated research, communicating with technology and media partners, and negotiating terms. Jim also oversees our expansion of staff services for agencies in need of digital media services; working with them to both pitch business and then help structure its service once the business is won. For Media Darwin’s publisher clients, Jim focuses primarily in doing research and analysis including SWOT, Five Force and media vehicle comparisons to help a client media property position itself powerfully and competitively.
Before joining Media Darwin, Jim was Senior Vice President of Online Media at ICON International, an Omnicom Company where he was responsible for developing media corporate trade and barter investments with digital media content providers. His responsibilities also included the day-to-day development of media planning and buying strategies across a wide variety of clients, extending to content integration, social media, mobile, video, widget distribution, UGC media, implementation of Demand Side Platforms and Analytics & Insights.
Prior to joining ICON, Jim was a founding partner and chief strategic officer of Underscore Marketing. He oversaw cross-platform and online media strategy for the agency and won new business in excess of $10M in media revenue. Jim was also Co-Founder and VP, Media Director of Pericles Consulting Group, developing strategy for the first use of online advertising for a presidential election in 2004. He also oversaw senatorial and gubernatorial races.
Jim has worked in both traditional and online advertising on both the East and West Coasts. He writes regularly about the online advertising industry for both print and online magazines. Since 1998 he has published in excess of 500 articles. He is also a regular speaker, advisor and panel moderator at ad:tech, OMMA Behavioral, DMA, Social Media’s Pivot Conference and iMedia Summits.
James graduated from the University of California, Berkeley where he double majored in English and Philosophy. Jim resides with his wife in New York City where he is an active benefactor of the Metropolitan Museum of Art, and an enthusiastic wine and antique books collector.
Jocelyn is the CEO of Media Darwin, which she co-founded after a highly successful career spanning over 20 years as a senior media executive. Jocelyn is recognized throughout the industry for her contributions to media evaluation methodology, forecasting emerging digital trends and technologies, developing cross-media platform strategies, data analytics, and having pioneers some of the original audience development metrics. Her formative work in digital media has helped shape an entire industry.
Jocelyn’s vision for the creation of Media Darwin stemmed from recognizing an urgent need in the marketplace for a new kind of advisory firm whose services could help clients evolve their traditional media strategy towards a greater emphasis on conversational marketing, improved audience analytics and creating more ROI-centered brands.
At Darwin, Jocelyn’s day-to-day focus surrounds working closely with Darwin’s agency, publisher and brand owner clients identifying and harnessing cutting edge and innovative platforms, technologies, trends and tactics within digital media.
Jocelyn spearheads operations and provides the overall strategic vision for the company. She also oversees engagements as the practice lead across three of Darwin’s most important consulting practices: Business Acceleration, determining partnerships for expansion or opportunities in the marketplace for revenue improvement and growth. Media Intelligence, which gathers, analyzes an disseminates strategic information about media industry-sensitive trends and Darwin’s Strategic Advisory Services for companies seeking support, internal structure and governance of media centers and trading desks.
Prior to Media Darwin, Jocelyn was Senior Vice President at Omnicom within ICON International, where she founded and managed the Online Media and Digital Technologies department operating within the business model of corporate trade and barter. Her responsibilities included negotiating forward inventory investments with key content publishers, managing the strategic direction of the team, growing client and publisher relationships and P&L financial management for blue chip clients including: ABC Networks, Hartz, Birdseye, Virgin Mobile, Discovery Networks, Hormel, Eli Lilly, TAP Pharmaceutical, Mead, Chase, NJ Transit and Hertz.
In prior years, Jocelyn also served as Senior Vice President of Integrated Media for Grey Advertising's Beyond Interactive where she was the executive lead for their largest client, Cendant. She directed the team and all media and communications efforts of $60MM+ budgets for brands such as Cheaptickets.com, Century 21, Coldwell Banker and nine hotel brands. She also was responsible for client management and new business growth, establishing business & marketing objectives for ROI and DR brand-driven products, synthesizing econometric model data and leveraging multiple corporate business units and brands to cross-pollinate content and DR offers. She has held senior executive roles at top online publisher-side content and technology brands such as Deja.com, Women.com, Phase2Media and Commission Junction / ValueClick.
Jocelyn got her start in media at Saatchi & Saatchi and began her foray into interactive in the mid-90s when she joined Modem Media, one of the first new media full-service digital agencies. As Media Director, she managed online advertising strategy, media planning, buying and analytics for clients such as AT&T, Delta Airlines, John Hancock, JC Penney and Kraft Foods.
Jocelyn graduated with a BA in psychology from the University of Vermont. She loves to hike, and she and her husband are active supporters of The Central Park Conservancy and the Church of the Holy Trinity Soup Kitchen. They reside in Manhattan.