Novus

Novus, founded in 1987 and headquartered in Chicago, began as a hyperlocal media buying agency and has since evolved into a modern media partner specializing in data-driven, personalized campaigns across digital and offline channels.

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Novus plans and buys media using geospatial analytics to drive measurable business results.

Novus, founded in 1987 and headquartered in Chicago, began as a hyperlocal media buying agency and has since evolved into a modern media partner specializing in data-driven, personalized campaigns across digital and offline channels. The company operates as an independent media agency, leveraging geospatial analytics and marketing science to deliver strategic media planning and buying. Novus focuses on local media, including TV, OTT, radio, digital display, and search, aiming to drive superior business outcomes for its clients.

In recent years, Novus has shifted its strategy from traditional media buying to architecting growth through data-driven insights and technology. This pivot was underscored by the appointment of Libby Morgan as CEO in January 2026, who brought over two decades of experience in digital transformation and marketing strategy. Under her leadership, Novus has continued to expand its leadership team, including the addition of Krithika Rosenthal as Managing Director of Strategy & Integrated Outcomes in March 2026.

Financially, Novus has not disclosed specific revenue figures, but its strategic acquisitions and leadership hires suggest a focus on scaling operations and enhancing its technological capabilities. The company’s recent moves indicate a commitment to integrating advanced analytics and personalization into its media planning and buying processes.

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Who buys this

  • Retail brands seeking hyperlocal media strategies
  • Consumer packaged goods companies targeting specific demographics
  • Financial institutions optimizing digital and offline media spend
  • Healthcare organizations focusing on regional campaigns
  • Technology firms requiring integrated media solutions

Strengths and what to watch

Strengths

  • Strong focus on geospatial analytics for hyperlocal media planning
  • Proven ability to integrate data-driven insights into media strategies
  • Experienced leadership team with deep expertise in digital transformation

Watch for

  • Potential challenges in scaling data-driven capabilities across diverse client needs
  • Leadership transitions may impact strategic direction
  • Competition from larger media agencies with broader resources

Recent moves

Key Information

Founded
1987
Headquarters
Chicago

Frequently Asked Questions

What does Novus do?

Novus is an independent media agency specializing in data-driven planning and buying across digital and offline channels. Founded in 1987, it uses geospatial analytics to create hyperlocal campaigns for TV, OTT, radio, and digital media, helping clients achieve measurable business outcomes through personalized strategies.

How does Novus use geospatial analytics?

Novus applies geospatial analytics to optimize media planning by targeting specific locations with precision. This approach enables hyperlocal campaign strategies across TV, radio, digital display, and search, ensuring clients reach their most relevant audiences with data-driven insights for improved media spend efficiency.

Who are Novus' typical clients?

Novus serves retail brands, CPG companies, financial institutions, healthcare organizations, and tech firms. These clients benefit from Novus' expertise in hyperlocal media strategies, demographic targeting, and integrated digital-offline solutions to optimize their media spend and campaign performance.

What changed with Novus' new CEO?

Libby Morgan became CEO in January 2026, bringing 20+ years of digital transformation experience. Under her leadership, Novus has emphasized data-driven growth strategies, expanded its leadership team, and strengthened its focus on integrating advanced analytics into media planning processes.

How does Novus differ from traditional media agencies?

Unlike traditional agencies, Novus combines geospatial analytics with marketing science to create hyperlocal, data-driven campaigns. It focuses on measurable outcomes through personalized media strategies across both digital and offline channels, with particular expertise in local media optimization.

What are Novus' recent leadership changes?

In 2026, Novus appointed Libby Morgan as CEO and Krithika Rosenthal as Managing Director of Strategy. These hires reflect the agency's commitment to digital transformation and data-driven outcomes, strengthening its leadership in integrated media planning and buying solutions.

Sources

  1. www.prnewswire.com — Leadership transition and strategic shift
  2. www.prnewswire.com — Leadership expansion and role of Krithika Rosenthal
  3. www.prnewswire.com — Historical context of Novus' acquisition by SEI
  4. novus.com — Company overview and product offerings