We’re thrilled to share that Ad Age has named our own Amy Reynolds to the 2026 Media Buying Power List! This honor recognizes Amy for what she does best: proving brands don’t have to choose between short-term efficiency and long-term growth.
AN EMPHASIS ON BRAND BUILDING AND PERFORMANCE
Amy plans across the full funnel, giving every channel a clear job, from sparking awareness to closing the sale. Under her stewardship:
- Laneige went from a lipcare favorite to Sephora’s #2 skincare and #2 lipcare brand (FY2025). Its BeautyMatter Award–nominated “Next Gen Hydration” campaign beat benchmarks in every channel, with 110M+ impressions and Laneige’s highest-ever YouTube view rate.
- innisfree became Sephora’s #2 SPF brand.
- Aestura was famous in Korea but unknown in the U.S. It launched as Sephora’s #1 new brand.
BUILDING SMARTER WAYS TO GROW
Amy is a builder and a natural partner. She created our communications planning practice from the ground up, and her close work with our analytics team has produced modeled investment strategies that help brands grow without simply spending more. For one brand, that meant 20% revenue growth on flat media spend, and 42% revenue growth from 2024 to 2026 on just 15% more investment.
Beyond client work, she co-created HALO, our agency-wide channel-planning framework, and she’s built AI skills like “skinsights,” which delivers weekly category, competitive, and consumer intelligence, and is training the team to use them.
Asked what advice she’d give people starting out in media buying, Amy’s answer shows exactly how she approaches the work:
“Be curious about everything, especially the things that fall outside your job description. Learn how businesses make money, what drives consumer behavior and why some brands become part of culture while others struggle to break through. Learn the fundamentals, too. Technology can do a lot of the heavy lifting, but you need to understand the work well enough to know when something doesn’t make sense. Some of the best lessons come from getting something wrong and figuring out why. And don’t be afraid to develop a point of view. Ask questions and challenge assumptions. The best strategists are the ones who stay curious enough to keep learning and confident enough to even challenge what they think they know themselves.”
To Amy: this honor celebrates your vision, your work ethic, and your intelligence. You truly embody what it means to be a Stella, and we are so proud to see you shine. Congratulations!
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