Local media-buying specialist Novus Media LLC has launched a new business unit — Novus Next — to focus on geospatial, multichannel media planning and buying.

The new unit is being led by Rob Davis, president local media and Chief Marketing Officer, who joined Novus Media in 2018 after more than 25 years in various leadership roles at Starcom.

Novus Media, founded in 1987, made its mark in print media — becoming one of the largest print buyers in North America.

In recent years, it has added multichannel media to its client solutions. Now, Novus Next has been created as a standalone business unit to focus on the agency’s rapidly growing multichannel discipline.

“Novus Next will be one of the very few agencies whose sole focus is on geospatial media,” Davis said. “Most agencies shy away from local media because planning and buying it can be time consuming and complex. But local is where Novus has made its mark for the past 30-plus years, developing a variety of proprietary tools along the way. We specialize in ZIP-by-ZIP, store-by-store granular media programs.”

Davis notes that national brands’ re-emergence will be heavily reliant on local media as COVID-19 pandemic rules begin to loosen.

“The economy will re-open in phases and by specific regions, depending on an area’s success in minimizing the spread of COVID-19,” Davis said. “The ability to reach consumers geospatially will be critical for brands.”

Among the new unit’s initial clients are Wendy’s (co-op advertising in partnership with Ansira), Holiday Retirement and American Signature Furniture.

Over the course of his career, Davis has worked with various clients, including Kellogg’s, McDonald’s, Disney (theme parks), Hallmark, Heineken, Miller Brewing, Novartis, Anthem Blue Cross Blue Shield, Airbnb and many others.

In addition to Davis, Novus Next’s senior leadership team includes Montrew Newman, vice president, integrated Media; Matt Bogusz, vice president digital; and Nik Hengel, director of “localytics” (hyper local-focused analytics).