Direct-to-consumer (DTC) brands – a new generation of online enterprises that sell goods to customers without the involvement of third-party retailers – are challenging a variety of product categories, from mattresses to luggage to footwear.

Their disruptive spirit is epitomized nowhere more than when it comes to consumer engagement, suggests Terry Kawaja, founder/chief executive of LUMA Partners, a New York-based investment bank specializing in digital media and marketing.

“They take an entirely different approach to advertising,” he explained to delegates at the Association of National Advertisers’ (ANA) 2018 Masters of Marketing Week.

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Terry Kawaja, founder/chief executive, LUMA Partners