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Media for Equity: How Media Companies Can Fuel Growth in Consumer Brands with Diana Florescu

Posted Jan 05, 2026 | Views 6

# revenue

# media for equity

# consumer brand growth

# media investment

# revenue strategy

# c-suite insights

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Speakers

Diana Florescu

CEO & Founder @ mediaforgrowth

Heather Holst-Knudsen

CEO @ H2K Labs

Heather Holst-Knudsen is a distinguished figure and expert in the events, media, marketing and technology sectors. Using her extensive experience, she guides clients in adapting to structural economic and market changes, seizing the chance to innovate and evolve. She specializes in digital and data disruption and opportunity, exploring how these overarching factors can impact revenue growth,customer-centricity, operational efficiency, profit margins, and the overall valuation of companies in both public and private markets. Her journey began at her family business, Thomas Publishing Company, where she honed her skills. She further expanded her expertise by holding positions at early industry giants Miller Freeman, Reed Elsevier, and IDG. Returning to Thomas Publishing, Heather founded and spearheaded Manufacturing Enterprise Communications, an integrated media portfolio connecting buyers and sellers in the manufacturing and technology sectors. Starting in 2015 and spanning the next seven years, she leveraged her expertise as a revenue and business leader in various SaaS businesses, including Feathr, Gleanin, Brella and Edflex. Heather is deeply passionate about digital innovation, data monetization, and AI and how these strategies fuel revenue growth, profitability, and company valuation. To serve and create value for clients in these areas, she launched H2K Labs, dedicated to generating and leveraging value through data for media, business information, events, and adjacent technology and service markets.

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SUMMARY

Diana Florescu, CEO and founder of Media for Growth, explains how media companies can leverage Media for Equity to drive growth in consumer brands. She shares how her fund trades advertising inventory for equity, creating value for startups, media partners, and investors, while providing hands-on guidance to ensure brand success. Discover how this model diversifies revenue, reduces risk, and accelerates consumer brand growth.

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TRANSCRIPT

02:00 | Vision Behind Media for Growth Diana shares the origins of Media for Growth, launching in the UK before expanding into the U.S. market.

04:00 | How Media for Equity Works Media companies contribute advertising inventory into a fund rather than cash.

06:00 | Deal Structure Explained Heather walks through how inventory commitments form the fund, how brands are selected, and how equity is distributed back to media partners.

08:00 | Value-Added Partnership Model MFG provides centralized media planning, creative support, and market-by-market deployment.

10:00 | Why This Model Works for Media Companies Key benefits include access to new advertisers, long-term revenue diversification, and compounding value from perishable inventory.

12:00 | Media for Equity: Europe vs. the U.S. Why adoption lagged in the U.S. and what’s driving rapid acceleration now.

15:00 | Ideal Media Partners National reach, premium inventory, and leadership conviction are essential. Early adopters include Sinclair, Televisa, and Univision.

19:00 | Consumer Brand Fit & Evaluation Criteria Typical targets have $5–7M ARR, disciplined burn, 12–18 months of runway, and strong brand-led growth potential.

21:00 | Distribution & Brand Awareness Alignment Why retail footprint must match media investment.

24:00 | Investment Structures & Liquidity Paths MFG invests $3–5M per campaign using SAFEs, convertibles, or equity, with exits via M&A, secondaries, or strategic buyers.

27:00 | Case Study: Kayaks (Wellness Beverage) A four-month campaign drove 10x revenue growth through CTV, streaming, OOH, and contextual media.

29:00 | Measurable Growth Results Retail expansion, improved Amazon performance, reduced CAC, and new partnerships.

35:00 | Data, Measurement & Analytics How MFG works with Nielsen, VAB, and industry partners to measure real business impact.

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