From Broadcast News to Brand Strategy: Monica Elias on the Art of Earned Media
Monica Elias built her career at the intersection of two worlds most people keep separate - broadcast journalism and brand strategy. As CEO and Executive Producer of Elias World Media, she channels decades of production experience into a niche service that gets brands onto news segments, not as advertisements, but as stories that earn their place. With a client roster spanning De Beers, L'Oréal, Microsoft, and Mercedes-Benz, and more than 30 industry awards to her name, Elias has made a clear case that the most credible way for a brand to reach consumers is still through the trust of broadcast news.
After 15 years in corporate media, Elias took the leap to launch her own company - not out of dissatisfaction, but out of a drive for growth that corporate life could no longer contain. She identified a gap in the market where few had truly mastered both broadcast production and brand strategy, and built EWM around that intersection. The validation came quickly: clients she had worked with for years came to her first, a signal that the trust she had earned over a long career was ready to become the foundation of something new.
Today, EWM offers end-to-end services - from strategic counsel and full-spectrum video production to earned placement across national and local broadcast outlets. The company has been recognized with more than 20 Telly Awards, 8 Hermes Creative Awards, and 4 MarCom Awards, and Elias herself has been named one of the "25 Women in Luxury to Watch" and "Most Innovative Woman of the Year" by the Stevie Awards. We sat down with her to talk about what branded broadcast production really means, how luxury clients think about media, and why authenticity is still the most powerful currency in news.
Are you a woman leader with a story to tell? We'd love to feature you. Get in touch at hi@foundedbywomen.org
Q: What was the "aha" moment that led Monica to leave her corporate media career and launch Elias World Media - and what did that leap of faith actually look like in practice?
After 15 years in a corporate role, I knew it was time for a new chapter. Not because anything was lacking, but because I’ve always been driven by growth, challenge, and evolution. Remaining stagnant was never part of the vision.
The pieces were all there. I had the production and media experience, technical skills, a longstanding and substantial client network and book of business, and relationships with industry service partners — everything I'd need to build something of my own. So after a lot of reflection, I took the leap.
It was, of course, a significant undertaking. I had to step back and evaluate the competitive landscape with clarity and intention. Where was there an unmet need? Where could I carve out a meaningful niche? Most importantly, how could I differentiate myself by offering something more elevated, strategic, and impactful than what already existed in the market?
The answer was fluency in two languages — broadcast production and brand strategy. That intersection became my niche, a space where storytelling meets strategy, and where few have truly learned to move seamlessly between both worlds.
What surprised me most? Clients came to me first. That was the real validation — people I'd worked with over the years saying, I trust you with this project. That meant everything. Because trust, when you've earned it, is the foundation of everything else.
Q: Branded broadcast production is a niche that many founders don't fully understand. How does Monica describe what she does to someone hearing about it for the first time?
I produce branded video content for clients, then build the media strategy to place it on broadcast news — from national morning shows to local and regional stations.
What that looks like in practice varies. Sometimes it's a satellite media tour, where a brand spokesperson connects live with local and national TV stations over the course of several hours. Other times it's pre-packaged content: video news releases, b-roll packages, fully produced lifestyle segments ready to air. We handle it all: strategic counsel, full-spectrum video production, placement and distribution across broadcast media outlets.
My career started in broadcast news. That background shaped everything about how I work with brands. When I'm producing content for a client, I'm not only prioritizing their message, I'm thinking about what a producer actually needs to put that segment on air, and how to make it look and feel organic, not forced. This isn't advertising. It isn't a commercial. It's content that has to earn its place in a news segment.
The broadcast news landscape is changing rapidly, and budgets are being cut. The upside for us is that producers are increasingly open to sourcing external content — as long as it's credible, newsworthy, and serves their audience.
The one thing I always tell clients: broadcast news remains one of the most powerful and credible ways to reach consumers. People are still seeking trusted sources and meaningful storytelling. And when brands show up with authenticity and relatability, the message resonates.
Q: When working with luxury clients like De Beers or L'Oréal, what do they prioritize most when it comes to news coverage - and how has that shaped the way Monica approaches her work?
The luxury market is very specific. Clients come to me with precise goals and a well-defined target consumer group. They're not chasing widespread reach. They're focused on the right demographics, the right regions, and the markets across the US that deliver real ROI.
What they care about is where the story was broadcast, whether the message was delivered in its entirety, and how the news anchor presented it. Again, it all comes back to the quality of the placement from how much "broadcast airtime" it achieved to where it landed.
The aesthetic standard for luxury clients is exceptionally high. The visual storytelling must feel refined and cinematic, while still maintaining the authenticity and editorial integrity required to integrate seamlessly within the broadcast landscape. After decades in both worlds, I’ve developed a discerning eye for striking that balance.
Are you a woman leader with a story to tell? We'd love to feature you. Get in touch at hi@foundedbywomen.org
