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Lucas started his career at Leo Burnett as a media planner buyer. Later, he moved to the media department of a smaller full-service agency Leagas Shafron Davis, where he honed his skills, focusing on creativity and measurement in media. In 1998 Lucas became a founding partner in Zed Media, Zenith’s Digital and Direct arm, delivering acquisition strategies for brands such as Lloyds TSB, Scottish Widows, and BT.;Joining Total Media in 2003, as managing director of Total Media Direct, Lucas helped drive data and return on investment thinking across all of Total’s clients. He is now a Partner of the group and Chief Strategy Officer, with responsibilities for developing clients and new prospects. He is an active member of the IPA’s Value of Creativity Group and has been a co-author of the industry’s first advertising effectiveness qualification the IPA’s Eff Test.;www.totalmedia.co.uk
