Luma Partners' Terence Kawaja on the streaming wars, d-to-c and 10 years of the Lumascape
Chances are you know Terence Kawaja’s work even if you don’t realize it. In 2010, he created the first Lumascape, a map of the ad tech ecosystem, in order to make sense of the messy middle. Named after Luma Partners, the investment bank he founded and is the current CEO of, the Lumascape turns 10 next year. And it has proliferated. There are a bunch of Lumascapes now: an agency Lumascape, sales tech Lumascape, a martech Lumascape, social commerce Lumascape and more, all trying to illustrate and untangle the confusing morass so much of this industry has become.
But the 10-year anniversary of the original Lumascape provides us with the perfect excuse to have Kawaja on the “Ad Lib” podcast today.
It turns out Kawaja is a man of many interests. Last year at the annual Association of National Advertiser’s confab in Florida, he urged brands to fire their chief marketing officers. We unpack that speech and look at the trends that defined the intervening year, such as the ongoing direct-to-consumer trend. Out conversation kicks off with a look at a space his bank plays in, convergent or smart TV, with a preview of the upcoming streaming wars. He also offers a justification for attending the Consumer Electronics Show, which is just a month away in Las Vegas, and his view of the general state of the media and marketing landscape from his vantage point as a banker obsessed with digital media and marketing.
Oh, he is also pretty funny. For a banker. We’ll get into how he uses humor as a tool to communicate and clarify.
Listen to the podcast for all of that, and more.