Elijah Harris on Media Investment Strategy and Growth Levers

Adam sits down with Elijah Harris, EVP Investment Strategy at Omnicom Media, to unpack how senior investment leaders actually think—how long-tail partner ecosystems get built, what keeps investment moving despite shifting industry narratives, and why multicultural audiences remain one of the most resilient growth engines even as public ESG and DEI messaging evolves. It’s also a rare chance to get to know Elijah beyond the title, with real perspective on leadership, career longevity, and the passions that shape how he operates in media.

Highlights:

• The DEI headlines shifted, but the budgets didn’t

• Why multicultural media is still one of the most resilient growth plays

• The inside view of how investment leaders decide what gets funded

• The difference between public posture and real media spend

• How relationships and narrative shape modern media investment

EPISODE 55 TRANSCRIPT

Adam Katz
Welcome back to Breaking Through the Mayhem live from ADWeek. We have a special guest, actually a very good friend of mine. How are you, buddy?

Elijah Harris
Hi, Adam. I'm doing well.

Adam Katz
Good to see you.

Elijah Harris
Good to see you too.

Adam Katz
You know, I feel like we've known each other for a while, right?

Elijah Harris
We have.

Adam Katz
And I think one of my biggest disappointments is that I haven't had you on the podcast yet.

Elijah Harris
I know, you haven't had me on the podcast.

Adam Katz
Today solves something that's been bothering me.

Elijah Harris
Oh, thank you so much for having me. Finally.

Adam Katz
So tell us a little bit about yourself, Eli.

Elijah Harris
Yeah, sure. Where to begin? On paper, I am Eli Harris, EVP of Impact Investment at IPG Media Brands, based in Brooklyn, New York.

Within that capacity, it's fair to say that I look after new and innovative approaches to the marketplace from an investment perspective, our long tail roster of partners, and how we really cultivate those relationships and deeper connections and opportunities with those partners, and really ensuring that we've got a buttoned up narrative regarding articulating that story to our partners, to our clients, and being able to not only demonstrate, but deliver on the value that we promise as an agency.

Adam Katz
I love that. And you know, I was reading the other day that you guys are coming out with this new SheFront.

Elijah Harris
Yes, we are.

Adam Katz
I love it. I think that is super cool. Can you tell me a little bit about that and why you're so excited about it?

Elijah Harris
Yes, for sure. Something you may or may not know about, maybe because I know we haven't spent a ton of time there within our relationship, but one of the offerings I look after within this investment strategy role is our equity upfront practice, or something that has existed for about five years, but at its core, it's our tentpole event to ensure that we are bringing visibility, awareness, and investment to minority owned and targeted media companies. When it comes to multicultural audiences, visibility and representation, we know from a brand and advertising perspective, these are growth engines. So this event, the equity upfront is really focused on making a bit of a splash around these audiences, these partners and these opportunities.

And we're coming up on our fifth year anniversary, our theme is now and next, which is as much a look at the present, how we got here, some of the challenges we've had to overcome, as much as it is a look ahead. Again, some of the opportunities, challenges we will inevitably face, but hopefully how we can come together as a community of industry leaders to really start to solve some of those challenges now and still continue delivering on the good work we have been, which is really ensuring that visibility and representation is translating into understanding and commercial opportunity.

Adam Katz
I love that. And I know, obviously we've talked about this a bunch over the years, you have a passion for purpose to profit. And I think that's something noble, but also smart for brands.

As you look at the next piece of that puzzle, what do you think about every day in your day-to-day to try to make that happen?

Elijah Harris
I would like to clarify just one point or dig a bit deeper into profit through purpose. Which is that, I think at my core, I've always been a commercially-minded capitalist marketer that understands that I'm very much here to do right by my clients and ensure that we're able to work together to grow their businesses. Candidly, purpose is just another growth lever.

So whilst I have always believed in the altruistic side of purpose-based marketing, the one thing that has remained steadfast always is it's also just another growth engine. So as we see the landscape evolve, as we see the political tenor of our industry take shape, as it always has and will continue to evolve, I think the thing I try to stay focused on with me and my clients is, what are our levers of growth, regardless of semantics? And how do we continue to tug on those levers to continue to drive the growth that we all need?

Adam Katz
I think it's brilliant. Do you want to highlight any examples of that that you've been working on over the last few years?

Elijah Harris
Sure. I think a prime one, we've talked about equity investment just a little bit. We did a bit of research over the past 12 months to sort of understand with some of the shifting landscape we've seen, how are advertisers and brands responding?

And what our data, both Qual and Quant, has told us is that we're still seeing growth within investment towards multicultural audiences or audiences that exist across intersectional identities. And we're still seeing many diverse-owned partners within that space grow as well. What was probably most surprising in juxtaposition to that data was how many of our clients are publicly disclosing that they have commitments within their ESG plans or diversity, equity, and inclusion plans.

We've heard a lot, I'm sure you have too, in the last 12 months about sunsetting of those initiatives. But one thing I love to see is that the investment has not sunset. That's all that matters though in the end.

Even if these brands aren't necessarily disclosing it. Because I think what it really all comes down to is these brands understand these audiences are growth engines.

Adam Katz
I love that. You know, I know you love to travel.

Elijah Harris
I do love to travel.

Adam Katz
I would say, give me some of the places you've been recently that you love and give some advice to the audience on where they should go.

Elijah Harris
Okay, that's an interesting one. I feel like this year I've been more of a creature of habit when it comes to travel.

Adam Katz
Really? I'm surprised by that.

Elijah Harris
I've been to Spain twice. I've been to Germany twice this year.

Adam Katz
Do you guys hear this guy?

Elijah Harris
Yeah, so it wasn't really a year for incremental travel opportunities. But I can tell you what I'm looking forward to next, which is the year of 2026, outside of the wonderful professional and corporate goals we're all going to accomplish. I haven't spent nearly enough time, according to me, in South America.

Adam Katz
Wow.

Elijah Harris
It's a space I would really love to dedicate a lot more time to.

Adam Katz
Give me some countries you're thinking.

Elijah Harris
Top of the list is Brazil. I can't believe I've never been there. Second is Peru.

I have been to Colombia, but I'm very interested in going back. I just had a really good friend relocate from Paraguay to Buenos Aires, Argentina. Argentina is definitely on the list for next year as well.

Adam Katz
Have you ever lived overseas or no?

Elijah Harris
I lived in Australia for about five years.

Adam Katz
Wow.

Elijah Harris
Before I moved to New York.

Adam Katz
I knew that. That's awesome.

Elijah Harris
I think you did.

Adam Katz
And do you miss it?

Elijah Harris
I miss the beauty of the nature and landscapes and the easy access to those things. I am happier and feel more…

Adam Katz
Yourself here.

Elijah Harris
You finished my sentence for me. Yes, Adam.

Adam Katz
I got it. I was thinking that. You know, where would you live in South America if you could, though?

Would you live in Brazil?

Elijah Harris
I think I would attempt to. I haven't been there, so I can't say. I think I might gravitate more towards Sao Paulo, given the city vibes and corporate offerings.

Adam Katz
The more I think about you in terms of traveling, it was kind of going through my head just now. I feel like that's what makes you a great marketer, is that you actually have been in a lot of these places. You've lived in a couple of different places.

You're in a lot of different personas yourself. Do you feel like that kind of makes you a better marketer?

Elijah Harris
Honestly, yes. I would say, especially living in Australia, it had a major impact on my perspective as a marketer. If I could sum it up quickly, I would say the scale of investment that exists within a market like the US, when it doesn't exist in other markets like Australia, it requires a marketer to take on more skill sets because you can't have dedicated teams or individuals to handle every bit of a marketing mix or what it takes to pull an effective comms plan together.

Adam Katz
It's interesting.

Elijah Harris
You've got to know how to communicate with the partners. You've got to know how to manage a team. You've got to learn how to work against rapid timelines and almost take up expertise across execution, partner engagement, reporting, client service.

Yeah, I would say that was super impactful, especially early on in my career, at helping me gain a comprehensive understanding of what it takes to do marketing well.

Adam Katz
Why were you in Australia? How'd that play out?

Elijah Harris
What a funny question. I may have moved there for love, but I did stay for...

Adam Katz
Moved for love, stayed for work. There you go. That's hilarious.

Okay, we'll leave it at that just to share that for the audience. In terms of more about you, what do you love to do outside of work? What are you passionate about?

Elijah Harris
Outside of work, I'm looking at a good friend and former colleague and I think I'd be remiss not to mention anything cars related.

Adam Katz
Anything?!

Elijah Harris
It's a huge passion. She's nodding. Formula One, driving cars, car shopping.

I just helped a couple of friends of mine buy their first car.

Adam Katz
What's the fastest you've ever driven?

Elijah Harris
The fastest I've ever driven? That's a good question. On the open road?

I don't know if I should disclose that.

Adam Katz
Don't answer that question. Let's talk about in a closed racing environment that you're allowed to do it.

Elijah Harris
Let's say I went 180 miles per hour on PS5 last night playing Gran Turismo.

Adam Katz
That's a whole different conversation.

Elijah Harris
But yeah, video games. I'm really passionate about health and fitness. In my future, I see myself starting something of a fitness cult, if I may.

Adam Katz
Wow, okay. We're going cult.

Elijah Harris
I couldn't think of a better word, but what I mean by that is...

Adam Katz
Something to help others be able to do it?

Elijah Harris
I feel like in whatever circle people exist, it's easier to adhere to healthy habits when you've got a team or group of individuals keeping you accountable.

Adam Katz
It's like any community.

Elijah Harris
100%.

Adam Katz
I love that. If you could go to dinner with any person that's not dead, but not your family, who would you pick?

Elijah Harris
That's a tough question. Just a single individual.

Adam Katz
Who would it be? I've never seen Eli stumped ever.

Elijah Harris
Yeah, I didn't see that question coming. And I'm honestly really bad at picking any single one thing on the spot. Like if you ask me my favorite food, my favorite color, my favorite car, I wouldn't be able to answer any of those things.

But does this sound cliche? No, I'm running with it. I'm going to choose Lewis Hamilton.

Adam Katz
Wow.

Elijah Harris
Yeah. I already mentioned I'm a Formula 1 Stan.

Adam Katz
This fits your persona perfect.

Elijah Harris
The other place my mind went was Barack Obama. Perhaps our viewers in their own time can find the through line between the individuals I selected. But yeah, I think that...

That would be great. They would have a lot of interesting insight to disclose as what I may call or describe as untraditional pioneering leaders within their fields.

Adam Katz
What's the first concert you ever went to?

Elijah Harris
The first concert I ever went to was a Keisha Cole concert.

Adam Katz
Wow
Elijah Harris
I don't know if everyone on our...

Adam Katz
There's plenty of people.

Elijah Harris
Okay. Keisha Cole back in about 2000.

Adam Katz
Where was it?

Elijah Harris
Downtown Los Angeles.

Adam Katz
What's the next concert you're going to be going to?

Elijah Harris
The next concert I'm going to be going to. What a great question. What counts as a concert is my clarifying question.

Adam Katz
Something that's in a stadium. I'll give you that.

Elijah Harris
Okay. I don't have tickets or anything. I'm just putting it out into the ether.

I'm going to say Zara Larsson.

Adam Katz
Wow. Okay.

Elijah Harris
Great album. Midnight Sun just came out.

Adam Katz
I like that.

Elijah Harris
Check it out.

Adam Katz
If you could tell anyone one other thing that you hope people learn about you from this interview, what would it be?

Elijah Harris
Don't take yourself too seriously in this industry. Ride the wave. Try to make an impact.

Relationships matter. Be yourself.

Adam Katz
You're the man. Thank you for joining us, Eli.

Elijah Harris
Thank you for having me.