“Media Champions” with Earline Lagueruela from B2GSA

Earline Lagueruela
CEO at B2GSA
Website Address: B2GSA.com

Each week on “Media Champions,” our host talks to media experts across the country.  This week our host speaks with Earline Lagueruela from B2GSA. To learn more, check out B2GSA.com.


What is the biggest change in marketing that you see coming in the next 2 years?

I was the first woman to own an ad agency in San Antonio, TX in 1976. I sold millions each year to the federal government for more than 20 years. I sold my agency in 2010 and founded B2GSA to help ad agencies and communication firms sell to the federal government.


Are there any trade organizations or groups that you belong to?

San Antonio Women’s Hall of Fame


What is the advantage to working with an outside media buyer as opposed to having just an internal marketing director?

The federal government is the largest buyer of goods and services in the nation. The Feds spend more than $2.5 billion in advertising related goods and services a year.


What is one tip that you would give when it comes to media planning?

The largest expenditures in federal advertising are in recruitment for the armed forces and health related topics such as cancer, tobacco and covid-19.


How does a media buyer stay on top of trends with media placement?

The federal government has embraced digital advertising and social media as it tries to reach a mobile population. This is a boon for digital agencies.