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


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


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.

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

We Have Fun Too!

School Spirit Day
Kirsten and Jessica participated in a UCI agency partner golf outing at Westchester Hills.
Luke, Mila, Allie, and Jenna participated in a Habitat for Humanity Build in Brooklyn
Pi Day - 3/14/17
Proceeds benefited Garden of Dreams
Wear Red Day
Proceeds benefited American Heart Association
Volunteering at Much Love Animals
Volunteering at Much Love Animals
Volunteering at Much Love Animals
College T-Shirt Day
Celebrating St. Patrick's Day!
Pi Day - 3/14/17
Proceeds benefited Garden of Dreams
Pi Day - 3/14/17
Proceeds benefited Garden of Dreams
Ice Skating at Rockefeller Center
Pi Day - 3/14/17
Proceeds benefited Garden of Dreams
Pi Day - 3/14/17
Proceeds benefited Garden of Dreams
Jessica and Kirsten at Response Expo
Wear Red Day - NYC
Proceeds benefited American Heart Association
Hosted a secret Santa
Wear Purple Day - LA
Raised awareness for Alzheimer’s
Wear Purple Day - LA
Raised awareness for Alzheimer’s
Hosted a brown bag wine event
Summer Friday Theme: Camo Day

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




Casual Dining Restaurants

Consumer Products







Health Insurance

Home Security

Medical Technology




Our Locations

ID Media Locations

Contact Us


622 Third Ave.
New York, NY 10017

+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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