If you are looking for a better return on your media investments, you have come to the right place. Find out how our people, process and technology are all geared toward driving media costs down and audience engagement up, with the metrics to prove it.

Our Mission

Our Story


Who We Are

ID Media is a full-service media agency that specializes in identifying and delivering multichannel media solutions to achieve acquisition and branding goals.

What We Do

We leverage a unique blend of strategic insights, proprietary media tools and technology, innovative buying strategies, and real-time analytics to drive costs down and engagement up for brands, resulting in better business outcomes.

Why We're Different

We leverage our specialty in accountable media to double down on our client's KPIs. Our optimization processes are designed to ensure the greatest ROI possible within flexible and nimble media plans.

What You Can Expect


Proprietary Tools

Audience insights, marketplace conditions and pricing efficiencies

Understand Complex Audiences

Strategic planning based on consumer consumption and decision making

Data Driven Insights

First party, third party and syndicated data used for sophisticated targeting and to minimize waste

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Leverage IPG Resources

Bring specialty areas of expertise to our client's business

Seamless Onboarding

Drives ease of engagement

Provide First Rate Client Service

Communication, transparency and trust

Our Team




Leadership


Norman Lane

SVP, Managing Director

Norman Lane

SVP, Managing Director

Norman began his career with ID Media and currently has more than 20 years of advertising experience managing integrated media plans and buys. During his tenure, he has honed his negotiating and marketing skills to consistently surpass client goals utilizing multimedia approaches consisting of DRTV, digital, radio, search, and print media.

His dedicated work attitude and hands-on approach to management have enabled him to successfully guide blue-chip brands including Merck, American Express, Anthem, and SeaWorld to media success. Norman consistently brings innovative ideas to the table to solve problems. As the lead on these accounts, he takes pride in his ability to inspire his team to deliver the best ROI for the world’s leading advertisers.

Norman has also managed ID Media’s Business Systems and Operations division, a group that he spearheaded to keep the agency on the cutting edge of new data technologies. His deep knowledge of programming and technology has helped him play a pivotal role in bridging the gap between business and data management, allowing him to oversee projects from their infancy to implementation.

Something a lot of people don’t know about me … The first Concert I attended: New Edition.

Jessica Birk

SVP, Group Account Director

Jessica Birk

SVP, Group Account Director

With over 20 years of experience in direct response marketing and media, Jessica possesses substantial knowledge on both the agency and client sides of the business. In her position as SVP, Group Account Director, Jessica oversees integrated direct response initiatives for some of the world's best companies in a range of categories, including entertainment, financial, pharmaceutical, and telecommunications.

Some of the key client relationships Jessica has managed include American Express, Johnson & Johnson and Anthem. Jessica’s broad media expertise with these clients includes working with DRTV, print, radio, and direct mail. She also helps develop learning across all clients by leading an internal task force at ID Media to explore agency wide best practices and evaluate and examine case studies.

Jessica attended the University of Rochester and obtained a B.A. double major in Psychology and Art History. She also holds a management certificate in Marketing.

Something a lot of people don’t know about me … I once sat next to Jacqueline Kennedy Onasis in a restaurant—it was amazing!

Brian Fleischer

SVP, Group Account Director

Brian Fleischer

SVP, Group Account Director

In his 18 years at ID Media (IPG), Brian has served as an expert media advisor for leading companies in the technology, telecom, casual dining, QSR, healthcare and education categories; steering them to focus their budgets on accountable media. During his tenure, he has proven to be an effective leader and problem solver with a dedication to producing quantifiable ROI for clients.

He also plays an integral role in building strong client relationships. Working closely with sister Mediabrands/IPG agencies, Brian has introduced new television buying approaches that have yielded significant savings for the client, as well as incorporating advanced analytics to optimize on a weekly basis to maximize performance.

Brian’s career has focused on direct response media, previously working at agencies OgilvyOne, APL and DraftWorldwide after starting his career as a direct mail list broker.

Brian has a B.S. in Marketing from Ithaca College. He is an avid New York sports fan, and enjoys spending time at the beach with his wife and three teenage children.

Something a lot of people don’t know about me … My favorite day of the year is attending the Mets home opener at Citi Field … hope springs eternal!

Kirsten Voege

SVP, Director of Investment

Kirsten Voege

SVP, Director of Investment

At ID Media since inception and at IPG for over two decades Kirsten leads the investment group at ID. During her career Kirsten has consistently driven innovation developing unique buying tactics, forging key relationships within the industry and creating distinctive offerings for clients.

She has developed, implemented and managed campaigns for advertisers across many categories including: finance, retail, pharma, entertainment, education, QSR, exercise, Telco, healthcare, technology & e-commerce.

Kirsten is a passionate leader who goes above and beyond facilitating cultural development and activities. She is an officer who drives and delivers excellence.

Prior to ID Media Kirsten was at Ogilvy One (formerly Ogilvy & Mather Direct), where her buying expertise and strategic thinking were put to use on clients such as: AARP, Book of the Month Club, Franklin Mint, IBM, Kraft Foods and TV Guide.

Kirsten received a B.A. in Communications from The College of St. Rose, in Albany, NY.

An avid music fan who calls Manhattan home; Kirsten loves to travel. She is a proud teen mentor and volunteer in the East Harlem community.

Something a lot of people don’t know about me … Shhh, don’t tell anyone, I still DVR Survivor.

Wendy Conlon

VP, Media Investment Director

Wendy Conlon

VP, Media Investment Director

As an employee of ID Media for almost 14 years, Wendy is equipped with years of experience negotiating in the marketplace and managing accounts. She has built a strong network with professionals within the industry to assure the most efficient and effective deal possible for all clients.

Wendy’s wide ranging broadcast knowledge and well-rounded experience gives her a knowledgeable perspective for clients, including emerging opportunities.

Wendy started at ID Media as an assistant and has through the years successfully expanded her horizons at ID Media across many product categories, including entertainment, online dating, telecommunications, healthcare, pharma, travel, technology, retail and financial.

Wendy is a graduate of the University of Vermont with a B.S. in Business Administration. She currently resides in Westchester, NY with her husband Michael and two little girls, who all share a passion for travel and like to explore as much as they can!

Something a lot of people don’t know about me … I grew up down the street from Gilda Radner and when I was eight, I sang a song to introduce the movie Haunted Honeymoon with my parents, siblings, aunt, uncle, cousins and grandparents on the Late Show with David Letterman.

Cynthia Grant

VP, Group Director of Media Investment

Cynthia Grant

VP, Group Director of Media Investment

Cynthia is an 18-year IPG veteran who joined ID Media in 2002. She currently oversees the ID Media’s Chicago Investment team and is an intricate part of ID Media’s one team model.

She is a DRTV media buying expert in both TRP Delivery and Response Driven clients. She develops strategies and delivers winning executions for both national and local broadcast campaigns. She works on a large range of clients, including Turbo Tax, Serta, One Reverse, Applebee’s & IHOP, Cayman Islands, Teva Pharmaceuticals and Space Florida. She is a cross-category industry expert.

Among clients, Cynthia is known for her ability to bring forth new, innovative media opportunities. She’s also admired for her passion at uncovering the “golden nuggets or sweet spots”—i.e., strategies that drive down media costs while maximizing consumer engagement and ROI. Clients benefitted from Cynthia’s brand building and sales driving approach.

Cynthia also works extensively with many of the biggest media companies, including Viacom, Turner, Cadent, Comcast, ABC, Warner Bros. and Direct TV to bring the best and most innovative opportunities to ID Media’s clients.

Something a lot of people don’t know about me … I actually love to work out!

Elena Soohoo

Associate Director, HR Business Partner

Elena Soohoo

Associate Director, HR Business Partner

Elena Soohoo joined Mediabrands in 2015 as an HR Business Partner, providing strategic people and organizational support to the ID Media team. In her role, she partners with employees, leadership and the company’s HR Centers of Excellence (COEs) to ensure that ID Media has the right talent and structure in place to achieve business goals. Elena works with management to flex to the ever-changing resource needs of the media industry, with organizational design and change management at the forefront. Day-to-day coaching and counseling at all levels is another focus, as she guides managers through delivering feedback, helping staff navigate their career development, and delivering training sessions to the wider organization.

Elena has vast experience across multiple HR disciplines, including Talent Acquisition and HR Data & Analytics, in addition to her expertise as an HR Business Partner. Her HR career spans the fashion industry to entertainment to advertising. She received her undergraduate degree from Bucknell University and is certified in various OD/OE modules, including Situational Leadership, PDI 360 Profiler and TalentQ.

Something a lot of people don’t know about me … I was a figure skater for 13 years.



Senior Managers


Leila Kwong

VP, Account Director

Michele Smith

VP, Media Investment Director

Megan Majchrowicz

Account Director

Alicia Weaver

Media Investment Director

Thalia DiMarco

Media Investment Director

Echo Li

Business Systems Director

Drew Ammirati

Director of Analytics

Our Capabilities

Media Services


Brand Building

  • Using DR rates to deliver high quality video and audio inventory at significant discounts
  • National and local media
  • Ability to adhere to restrictions and guidelines
  • All networks and dayparts available
  • Flexibility

Traditional Direct Response

  • Acquisition oriented media buys delivering on lead/sale and CPL/CPS goals
  • National and local media
  • Ability to adhere to restrictions and guidelines
  • All networks and dayparts available
  • Flexibility

ATV (Audience TV)

  • Using data to deliver messages to particular audience
  • Marry data and advanced targeting with DRTV rates to optimize targeting and pricing

Cross Cultural Expertise

  • Industry leaders in DR Hispanic buying
  • Efficient Hispanic CPMs
  • Multitude of Added Value opportunities

Client Services


Innovative DR Approach

  • DR Upfront deals
  • Rate Protected Inventory Deals
  • DR rates for Tier 1 Syndication

Stewardship of client business

  • Frequent meetings and presentations to share detailed results
  • Customized presentation format and dashboards

Expertise in Complex Products

  • Healthcare
  • Pharma
  • Financial
  • Brands with Government or legal regulations

Our Experience


Alcohol

Auto

Beauty

Casual Dining Restaurants

Consumer Products

Education

Energy

Entertainment

Finance

local_gas_station

Gas/Oil

Health Insurance

Home Security

Medical Technology

Pharma

QSR

Travel

Our Locations


ID Media Locations

Contact Us


Headquarters

100 West 33rd St.
New York, NY 10001

+1 212.907.7003

Don’t be shy. Say hello!

If you would like to better understand our capabilities or learn more about us, please reach out. We’re a collaborative team with open access to senior leadership. Send us a note!

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