February 17, 2026

Ziggy Prieto on Why Frequency Wins in a Fragmented Media Landscape

16 minutes

In a candid conversation with a longtime industry peer, SVP Group Media Director at Mediahub Worldwide Ziggy Prieto shares how he navigates multi vertical portfolios, challenges every buy, and keeps teams focused on what actually drives impact. From persona driven audience thinking to closed loop measurement and a blunt take on frequency, this is how Ziggy evaluates partners, platforms, and performance in today’s media ecosystem.

Highlights:

Why frequency over frequency is still the most honest lever in driving attention

How challenger brands pressure test media plans across vertical learnings

Using persona modeling to sharpen audience strategy before the buy

What sellers miss when they pitch tech instead of client business outcomes

The operator mindset behind closed loop measurement and real accountability

...more