CMORoom Spotlight: Apco Worldwide's Mike Woods

Why Media Belongs at the Strategy Table?

The media landscape is evolving faster than ever. New platforms emerge constantly, consumer attention shifts by the minute, and marketers are under increasing pressure to connect every campaign to measurable business impact. In this edition of CMORoom Spotlight, we sat down with Mike Woods of APCO Worldwide to discuss why media deserves a seat at the strategy table, how audience-first thinking is reshaping the industry, and the leadership lessons that continue to guide his career.

You've been with APCO Worldwide for six years. What fascinates you most about the world of paid media?

What originally drew me into advertising was the ability to influence outcomes. Early on, I saw how the placements I made across TV, radio, and out-of-home could directly impact results.

Watching that happen at scale and working with major brands opened my eyes to the broader possibilities within paid media. Today at APCO, I oversee paid media buying, planning, and strategy, but our work often goes beyond traditional awareness campaigns. We're helping organizations build recognition, shape conversations, and influence larger outcomes.

How do you measure success across so many brands and initiatives?

We work with a wide range of clients across different parts of the business, and while every engagement is unique, the goal remains the same: connecting media efforts to actual business outcomes.

One of the strengths of an integrated firm like APCO is our ability to bring strategy, communications, creative, paid media, and earned media together. When all of those pieces work cohesively, we're able to create stronger campaigns and demonstrate clearer impact.

You've said that the best business decisions happen when the media is involved from the start. Why do you believe that?

I think it's largely a structural issue. In many organizations, strategy and execution operate separately, and media often falls into the execution side of the equation. When those groups aren't aligned from the beginning, opportunities can be missed.

When media is brought into the process early, it helps inform better business decisions, creates stronger collaboration between departments, and ensures everyone is working toward the same objective from day one.

What is the biggest shift you're seeing in media and marketing today?

Over the next five years, I think we'll move away from thinking primarily in terms of channels.

Today, marketers still categorize efforts by TV, digital, social, or out-of-home. But consumers don't think that way. Marketing is becoming increasingly audience-focused and attention-focused.

The brands that succeed will be the ones that can reach people wherever they are, rather than relying on channel-specific strategies.

Which channels are generating the most excitement right now?

Connected TV (CTV) continues to be incredibly effective and efficient. We're seeing more advertisers shift investment into that space as viewing habits evolve.

I'm also excited about digital out-of-home. It's growing rapidly across markets and has become far more experiential than many people realize. Whether it's office buildings, elevators, retail environments, airports, or malls, digital out-of-home is creating new opportunities to engage audiences in meaningful ways.

What's the most challenging part of working in the media today?

The pace of change.

Media evolves every day, and keeping up with new technologies, platforms, and consumer behaviors is a constant challenge. At the same time, our clients are affected by what's happening globally, and those external factors often influence business priorities and decision-making.

Staying informed and adaptable has become essential.

Was there a defining moment in your career that shaped your leadership approach?

For me, the biggest lesson has been learning to lead with empathy.

In our industry, we're often expected to provide answers immediately. But I've learned the value of listening first and understanding where people are coming from.

Every role I've held has given me a different perspective. Today, I use those experiences to better understand the challenges others are facing and offer guidance based on both where I've been and where I am now.

What is one leadership principle you carry with you every day?

Lead with empathy. The more you understand the perspectives of your colleagues, clients, and partners, the better equipped you are to make decisions, build trust, and create meaningful impact.

And in a business built around people, that makes all the difference.

As marketing continues to evolve, Mike's perspective offers a reminder that successful campaigns aren't built by channels alone. They're built through collaboration.

When strategy, creative, communications, earned media, and paid media work together from the outset, brands are better equipped to make smarter decisions, create stronger customer experiences, and deliver measurable business impact.

And in a world where attention is constantly shifting, that integrated approach may be the biggest competitive advantage of all.