Workshop Council

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.

Council Members

Chairperson

Andrea Pass

Andrea Pass Public Relations

Owner

andrea@andreapasspr.com

201-873-6087

www.andreapasspr.com

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

Shai Bar-Ziv

Rapid Phone Center LLC

Director of Business Development & Partnerships

shai@rapidphonecenter.com

323-244-2992

www.rapidphonecenter.com

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.

Anat Freed

Kingstar Media

Senior Vice President, Media

anat@kingstarmedia.com

416-882-6132

www.kingstarmedia.com

 

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.

Joseph Gray

DRMetrix 

CEO

joseph.gray@drmetrix.com

951-234-3899, ext. 101

www.drmetrix.com

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.

Frank Cammarata

Media Monitors

Vice President, Sales & Marketing

frank@mediamonitors.com

914-259-4718

www.mediamonitors.com

 

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.”

Brian Judge

Discovery Inc.

Director of Integrated Media Sales, DR

brian_judge@discovery.com

212-548-5221

www.discovery.com

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.

Bryce McCuin

a2b Fulfillment

Director of Marketing

bmccuin@a2bf.com

866-843-3827, ext. 1360

www.a2bf.com

 

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 Mudge

BakerHostetler

Partner

amudge@bakerlaw.com

202-861-1519

www.bakerlaw.com

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.

Jeff Nash

Weigel Broadcasting - MeTV

Senior Vice President, Network Ad Sales

jnash@metv.com

312-705-2633

www.weigelbroadcasting.com

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.

Asieya Pine

Lockard & Wechsler Direct

President

apine@lwdirect.com

914-250-0241

www.lwdirect.com

 

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.

Patrick Raymond

Really Cool Ideas Inc.

CEO & President

patrick@reallycoolideas.tv

818 209 9319

www.reallycoolideas.tv

 

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.

Paul Rothstein

PCR Marketing

President

paul@pcr-marketing.com

845-918-1042

www.pcr-marketing.com

 

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.

Lori Zeller

THOR Associates

Managing Partner

lori@thorassociates.com

917-715-7656

www.thorassociates.com

 

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.

DRMetrix Top 240 Ranking Report

DRMetrix Monthly Spend Rankings

April 2020 reported data on Top 10 Brand/Lead-Gen Short-Form Campaigns and Top 10 Long-Form Products

DRMetrix Monthly Spend Rankings

June 2020 reported data on Top 10 Brand/Lead-Gen Short-Form Campaigns and Top 10 Long-Form Products

DRMetrix Monthly Spend Rankings

September 2020 reported data on Top 10 Brand/Lead-Gen Short-Form Campaigns and Top 10 Long-Form Products

Taking the Black Out of Black Friday

How is the term "Black Friday" relevant to performance-driven marketing? Brands need to embrace cultural implications with growing sensitivity around anti-racism, both in America and around the world. 

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.

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