Lisa Herdman
SVP / Director National Video Investment
Lisa oversees all National Video Investments at RPA, which include linear TV, streaming, OTT, addressable TV and related branded content. A 27-year veteran in the video investment business, Lisa currently works on national accounts such as American Honda (including Honda and Acura), La-Z-Boy,, Esri and newest client Carl’s Jr./Hardee’s. She has evolved with the fast-changing ad-supported transactional video landscape and is determined to stay ahead of the curve in educating her clients on the newest opportunities to best secure video content that is transparent, data-driven and at scale. Lisa is a diligent student of all things related to video content, such as distribution, measurement, data resources, and technology, which helps keep her true to her responsibility of price management and understanding viewership behavior. This benefits RPA’s clients as she and her team are often “first look” partners on innovations, collaborations and investments. Most recently, Lisa navigated branded-entertainment executions for Honda on NBC’s “Will & Grace” revival as well as with Universal Pictures and Illumination’s “Dr. Seuss’ The Grinch” and for La-Z-Boy on HGTV’s “Extreme Makeover: Home Edition.” She was instrumental in garnering significant pro-bono media support for the Pediatric Brain Tumor Foundation “Imaginary Friend Society” work that received Cannes, Clio and One Show acclaim. Lisa also worked closely with “Jimmy Kimmel Live” for the Cannes-winning Honda campaign “Surprising Monsters Calling Home”—an indie folk band got an unexpected gig on the late-night program. Lisa is regularly quoted in Digiday, USA Today and Variety, among others. In 2016, Lisa was named an “Adweek” top 12 L.A. Media Stars, and in 2014, she received the aptly titled “Director Do-er Award” from the Folio Top Women in Media Awards.
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