{"id":21081,"date":"2026-10-19T15:06:09","date_gmt":"2026-10-19T19:06:09","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21081"},"modified":"2026-10-19T15:06:11","modified_gmt":"2026-10-19T19:06:11","slug":"lexi-novak-of-betches-media-on-why-audience-connection-beats-content-creation","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/lexi-novak-of-betches-media-on-why-audience-connection-beats-content-creation\/21081\/","title":{"rendered":"Lexi Novak of Betches Media on Why Audience Connection Beats Content Creation"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Welcome to Great Minds, recorded live at Advertising Week New York 2026 in the Salesforce Podcast Studio.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What does it take to build a media brand that audiences genuinely connect with, and what can marketers learn from a company that has made humor, honesty, and cultural relevance its calling cards?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On this episode of <em>Great Minds<\/em>, we welcome Lexi Novak, Vice President and Creative Director at Betches Media, for a conversation about the changing relationship between brands, entertainment, and audiences. Lexi shares how Betches maintains its distinctive voice while expanding across platforms, why the best branded content doesn&#8217;t always feel like advertising, and how marketers can participate in culture without simply chasing trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also explore why brands need to trust the people who understand their audiences, how social sharing is becoming an increasingly valuable measure of creative effectiveness, and why AI makes authentic human perspectives more important than ever. Looking ahead, Lexi explains why the future of media belongs to companies that prioritize relationships over distribution channels, and why marketers shouldn&#8217;t overlook the enormous influence and spending power of millennial women in their pursuit of younger generations.<\/p>\n\n\n<\/p>\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\t\t<div class=\"brand-logos wp-block-advertising-week-brand-logos\">\n\t\t\t\t\t\t\t\t\t<div class=\"container brand-logos__content\">\n\t\t\t\t\t\t\t\t\t<h2\t\t\t\t\t\tclass=\"brand-logos__heading h1 brand-logos__heading--align-center\"\n\t\t\t\t\t\tstyle=\"--aw-iac-underline:#ffeb3b\"\n\t\t\t\t\t>Subscribe &amp; Listen<\/h2>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__grid has-3-columns\">\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/podcasts.apple.com\/us\/podcast\/great-minds\/id1501617733\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/06\/applepodcasts-badge.3ef14700864f.svg\" alt=\"applepodcasts-badge.3ef14700864f\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item\">\n\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image-content\">\n\t\t\t\t\t\t\t\t\t<div class=\"brand-logos__item-image\" style=\"background-color:#ffffff\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a\n\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"brand-logos__item-link\"\n\t\t\t\t\t\t\t\t\t\t\t\t\thref=\"https:\/\/open.spotify.com\/show\/1o0cKpezNc7SgITi7I1B2o\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t><img decoding=\"async\" src=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/05\/spotify-badge.96aadbd23096.svg\" alt=\"spotify-badge.96aadbd23096\" \/><\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\n\n\n<iframe title=\"Lexi Novak of Betches Media on Why Audience Connection Beats Content Creation\" allowtransparency=\"true\" height=\"150\" width=\"100%\" style=\"border: none; min-width: min(100%, 430px);height:150px;\" scrolling=\"no\" data-name=\"pb-iframe-player\" 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