Spartan Profiles: Lou Schultz

KING OF AD PLACEMENT

            Few people realize it, but in the world of television advertising, a few companies buy up most of spots. And no one does it better than Lou Schultz, ’67, chairman and CEO of Initiative Media, Los Angeles, CA, a $22.6 billion company which manages the communication strategy and ad placements for Disney, Unilever, Home Depot and other global clients. “We’re involved with everything related to communication,” says Schultz. “When should you spend money, where? We analyze magazines, television, newspapers delivered down to the zip code level, we negotiate product placement in movies, any facet of communication where you can reach consumers.” And Initiative Media, says Lou, “is number one in the world, by far.”

            A native of Detroit, Lou was offered a scholarship by both Michigan and Michigan State. “I chose MSU because, quite frankly, I was a Spartan before I knew there was such a thing.” Today, Lou supports his alma mater as MSU Benefactor, Honorary Coach, and member of the Stadium Club. While a student MSU, he met Tom Staudt, then marketing chair. “He was a brilliant thinker and he really helped me to crystallize my views,” says Lou. “Years later, he became one of my clients. Few know Tom was the guy who really created the SUV market (while the top executive at Chevrolet).”

            A frequent guest on television shows, and frequently quoted by the media, Lou says his goal is to double the company’s billings in five years. “That means $40 billion,” he says. “Achievable? Who knows? Why not try? If you don’t dream big, you’ll never get there.” But with so many rapid changes going on in communication, from the rise of the Internet to technological change, Lou feels that “the most effective way to cope with change is to help create it. You can never stand still.”