Creating online education for performance marketers.
The PDMI Workshop Council is designed as an incubator for peer-to-peer education among PDMI members and the performance-driven marketing industry at large. Members of the Workshop Council band together to discuss and select the best available concepts for a series of webinars conducted and hosted by PDMI members.
Andrea Pass Public Relations
Andrea Pass is owner of Andrea Pass Public Relations. Her strength in relationships coupled with her knowledge of the ever-growing press base results in top-tier targeted media placements to increase brand awareness, reputation management, and sales. She focuses on such categories as consumer products, DRTV, small business, parenting, education, authors, food, health/wellness, and non-profit. Pass was a Leading Women Entrepreneur Top 25 Brand Builder and a DRMA Member of the Year Finalist. She serves on the Board of the United Inventors Association, as chair of the Workshop Council of the PDMI, and membership coordinator of the New Jersey Association of Women Business Owners
Rapid Phone Center LLC
Director of Business Development & Partnerships
Shai Bar-Ziv is the director of business development and partnerships for Rapid Phone Center, a well-established BPO with more than 1,000 multi-lingual speaking agents located across the United States and Europe. He migrated from working as an actuary for John Hancock Life Insurance to heading business development and partnerships at one of the fastest growing BPO contact centers in the industry. Rapid Phone Center has become a recognized BPO for many industries including d-commerce, healthcare, insurance, legal, and direct response media. He is responsible for developing partnerships and cutting-edge technologies that bring the highest possible ROI to clients and the industry.
Vice President, Sales & Marketing
Frank Cammarata has been with Media Monitors since its launch in 2003, previously working at parent company and radio software giant RCS. Earlier, he worked at Disney/ABC as director of national syndication for the “Scott & Todd Big Show” and director of affiliate relations at ABC Radio Today Entertainment. Cammarata was at CBS for 17 years as director of affiliate relations and director of music & entertainment programming for CBS Radio Networks. Cammarata also was the senior producer for legendary DJs “Cousin” Bruce Morrow and Don K. Reed’s “Doo Wop Shop” at WCBS-FM in New York. He helped develop and/or produce the original radio version of David Letterman’s “Top Ten.”
Chief Strategy Officer
As chief strategy officer, Cordie DePascale is instrumental in PremiumMedia360's success, evangelizing its innovative technology solutions, driving customer acceptance and sales execution, and stewarding its internal strategic planning process. With more than 25 years of experience in advertising and advertising technology, DePascale has a deep understanding of the market, the customers, and the products that make up this space. After graduating from Manhattan College in New York, he spent the first years of his career at J. Walter Thompson and then at IPG. He then moved to advertising technology, spending six years at COREMedia and 12 years at Mediaocean, where he was responsible for product management, quality assurance, and partner management. DePascale has been a longtime supporter of the innovative technology pioneered by PremiumMedia360.
Senior Vice President, Media
Anat Freed joined Kingstar Media just after it was founded in 2003, as junior assistant and has worked her way up to senior vice president, media, and manages a team of 25. Skilled in media buying, customer service, analytics, and business development, Freed is committed to driving positive experiences and ROI for all clients — and demonstrating how lucrative and worthwhile it is to include Canada in your media and marketing plans. Kingstar Media is Canadian advertising agency based in Toronto, specializing in response-based, measurable media across multiple platforms including TV, radio, out-of-home, and — most recently — digital.
Direct Brand Marketing and Performance Advertising
Christine Georgakakis is vice president of direct brand marketing and performance advertising at REELZ Network. She is a direct marketing professional with extensive experience in the media industry and was named one of the Top Women in Media by Folio: magazine as an industry trailblazer in 2018.
951-234-3899, ext. 101
Joseph Gray founded television's largest cost-per-action advertising network, REVShare, in 1989. One of his companies, Global Media Productions, was acquired by TelAmerica Media, now Cadent Networks, where he briefly served as president in 1987-1988. In 2007, Gray raised an equity round from The Carlyle Group and HIG Capital, forming Media Property Holdings and Lead Generation Technologies, which operated a pay-per-call lead exchange in various verticals including legal tort, debt, and tax. Gray exited Media Property Holdings in 2012. Too young to retire, he created DRMetrix in 2012 to provide much needed insights and competitive data to the direct-to-consumer television industry.
Vice President of Business Development
Michael Johnson is vice president of business development at Paymerang, an automated accounts payable solution that converts paper checks to electronic payments, creating efficiency and additional revenue for your organization. He has more than 20 years of experience in finance, with an extensive background in the A/R and A/P arenas. His strengths include building strong relationships in the industries he caters to. He resides in Gray, Maine with his wife and three sons.
Director of Integrated Media Sales, DR
Brian Judge helps lead one of the largest direct response teams in the industry at Discovery Inc. In his current role as director of integrated media sales, DR, he is responsible for managing a team of account executives selling linear networks in the portfolio, as well as spearheading all things digital, OTT, VOD, and programmatic. He started his career on the agency side and was a director on a media buying team prior to joining Discovery. Judge resides in New Jersey with his wife, Sophia, and his three children: Liam, Ethan, and Kiera.
Director of Marketing
866-843-3827, ext. 1360
Bryce McCuin is the director of marketing for a2b Fulfillment, a progressive 3PL specializing in order fulfillment, customer care, and value-adding business solutions. Since joining a2b in 2016, the company has expanded from two facilities in Georgia to operating a total footprint exceeding 700,000 square feet with facilities across Georgia, South Carolina, and Utah, plus a partner location in Canada. McCuin has worked with more than 25 different clients as a marketing consultant and assisted in everything from building marketing strategies to media relations, ad buying, search engine marketing, copy writing, and photography. He resides in Greensboro, Ga., with his wife Jamie and their four boys.
Amy Ralph Mudge, co-leader of BakerHostetler’s Advertising, Marketing and Digital Media team, is a Chambers USA-ranked regulatory lawyer. She routinely represents top-tier companies before the Federal Trade Commission (FTC), the National Advertising Division (NAD) and the Children’s Advertising Review Unit (CARU), as well as in private, federal and state class action defense, consumer protection and antitrust litigation. From the nation’s best-known food brands, major toy manufacturers, and health and wellness names, to digital media influencers, cutting-edge internet companies and consumer products giants, the range of industries in which Mudge works reflects the strength of her leadership.
Weigel Broadcasting - MeTV
Senior Vice President, Network Ad Sales
Jeff Nash is senior vice president, network ad sales, for Weigel Broadcasting’s MeTV Networks, the leader in the digital network space. He has been a key contributor in the launch and rollout of successful Weigel networks MeTV, Movies!, Heroes and Icons, Start TV, and Decades. Nash runs the Chicago-based sales group for MeTV Networks and oversees key hybrid DR, upfront, and scatter business for the group. Nash played a leading role in the creation of MeTV Unwired Networks. Nash has been with Weigel for more than 10 years, beginning in a local sales role with WCIU, Weigel’s Chicago independent station, and WWME, MeTV Network’s flagship affiliate.
Lockard & Wechsler Direct
As president of Lockard & Wechsler Direct (LWD), Asieya Pine is responsible for the agency's day-to-day operations. She also leads the planning and account services group, which optimizes media for the agency's 80-plus clients. Under her leadership, LWD has grown year after year for 20 years, becoming one of the largest privately held performance marketing agencies in the country. Pine’s experience covers a wide range of direct response disciplines, including advertising for consumer products, lead-generation, and e-commerce brands.
Really Cool Ideas Inc.
CEO & President
Patrick Raymond is a brand creative architect specializing in content creation strategies and execution — and is an award-winning TV director, filmmaker, CEO, executive creative director, executive producer, and writer. His footprint is seen in prestige beauty campaigns, including top-ranking TV beauty campaigns for the Luminess® Cosmetics and Conture® Skin Care brands, plus the recent Disney's The Lion King Limited Edition Collection campaign with famous makeup artist Sir John. In addition, Raymond has directed and overseen creative execution for hundreds of other projects with top celebrities, media personalities, and Fortune 50 brands — and continues to oversee creative for multiple brands and studios with his consulting firm Really Cool Ideas Inc.
New Cape Pictures
Gregory Standal is a New Jersey-based video producer with more than 12 years of experience in the performance-driven video production industry. His company, New Cape Pictures, is a full-service video production company founded in 2011. It has produced hundreds of performance-driven and brand response commercials, digital ads, and corporate videos. Standal and his team differentiate themselves from other production companies by utilizing access to platforms like the PDMI and its research partner, DRMetrix. This insider insight allows New Cape Pictures to measure all syndicated data and televised creatives against each other when creating a new commercial campaign for clients. Standal believes that each new project is an opportunity to challenge himself and his team, exceed client expectations, and advance as a producer.
Executive Vice President
Chris Reinmuth is executive vice president of business development for Flexpay. He is an experienced business development and sales strategist with more than 20 years’ experience in direct marketing. Reinmuth has built teams that have taken four companies in exit, including AEGON USA’s acquisition of JCPenney in 2002, Vantiv’s acquisition of Litle in 2012, Paysafe’s acquisition of Meritus Payments in 2014, and most recently Pike Street Capital’s acquisition of QuickBox in 2019. He has held several leadership positions during his career, including serving on the Electronic Retailing Association (ERA) board of directors, where in 2014 he was nominated as chairman. In 2016, Reinmuth was appointed interim CEO where he successfully merged the ERA with MCI. Now, Reinmuth has re-embarked on his first love and is back to the payment side of the house, partnering with long-time client and friend Darryl Hicks to launch Flexpay, one of the hottest FinTech startups in the market.
Paul Rothstein is a 35-year advertising and marketing veteran with a unique blend of general, B2B, and direct response marketing experience. He has created and managed hundreds of integrated DRTV campaigns in all verticals and has worked at several major media buying services. Rothstein is expert in all forms of media from TV to online. He is a seasoned campaign manager with years of experience in creative production, offer structuring, call center management, fulfillment, and multichannel marketing. With a strong background in statistics and modeling, Rothstein understands the lifetime value of customers and how to keep them, and a deep understanding of the financial aspect of each campaign.
At THOR Associates, Lori Zeller is responsible for providing out-of-the-box turnkey solutions for operational efficiencies. Previous experience in both the marketing and healthcare industries has provided her with insights-driven leveraging skills. Zeller is a visionary in the conceptualization of direct and brand response marketing, able to execute integrated omnichannel creative strategies. Prior to founding THOR Associates with Fern Lee, Zeller was a life coach/business management consultant, and a chiropractor. She is an emerging abstract artist, having been accepted in museum and gallery exhibits throughout the United States (www.lorihopezeller.com). Zeller loves to cook, golf, fish, and takes pride in the role of “Doggy Mama” to her red mini poodle, Sushi.
Members of the Workshop Council are regular contributors to PDMI publications and at PDMI events.
The Media Mix: Advanced TV Leftovers Equal New Opportunity for DR Marketers
By Joseph Gray
A new trend has emerged where cable networks are collaborating with multichannel video programming distributors (MVPD), as well as virtual (vMVPD) partners to turn their national ad inventory into something far more appealing to brand advertisers.
The Intersection of Communication and Analysis Drives New Sales and Lifetime Value
By Lori Zeller and Tom Shipley
The impulse buyer who responds immediately to an advertisement is a thing of the past. Regardless of the marketing channel (DRTV, digital, radio, print, or home shopping) consumers are fickle.
With industry estimates continuing to show erosion in the traditional TV audience, this panel at the PDMI Virtual Summit talked about how media outlets are shifting their offerings to create new opportunities for clients while also maintaining share of spend in legacy advertising? PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.
Leaders from the PDMI’s research partners discussed their findings on how performance and direct-to-consumer marketers were affected in the early stages of the coronavirus shutdown — and how marketers shifted on the fly to deal with the new reality over the past six months — at PDMI West Virtual. PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.
YouTube, Amazon Live, and other digital platforms continue to gain steam as e-commerce players, taking the once-TV-only paradigm of home shopping to new and exciting levels. At June 2020's PDMI Virtual Summit, experts in the space discussed how these outlets can work for performance marketers. PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.
As direct-to-consumer brands that have reached maximum effectiveness with their digital campaigns have found, television advertising remains the only option to drive the kind of scale that can turn a minor success into a major business. Members of the PDMI’s Workshop Council and their colleagues shared insider tips at September 2020's PDMI West Virtual. PDMI members can watch video of this educational session (and many others) through the PDMI Member Portal.