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Perfecting the Art of Media

Let us put The Art of Media to work for your brand. There's no need to out spend the competition when your media agency helps you out think them!

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The Art of Media

AOM The Art of MediaAt Hudson Media Services our approach to media planning and negotiating is to marry the science of media and marketing research with a compelling creative idea that delivers a powerful twist to the media execution. It's what we refer to as The Art of Media. We put every idea, every strategy and tactic through a real-world stress test to ensure the media enhances the message by fitting the way people actually interact with advertising. The result is media that makes the right impression, at the right time, at the right cost in the real world. Insight: Educated observers of human behavior...not merely trained executors of media software. Ideas: Creative thinking based on real life...so advertising resonates with the right people. Ingenuity: Artists who create where seemingly no opportunity exists...never saying "NO" to a good idea.

Never a No "Never a No!"We are client focused and have a unique approach to client service; we never tell a client NO! Regardless of the difficulties, timing or predictable outcome, no one at HMS ever tells a client NO! Over the years we have found that this positive, can-do attitude breaks down seemingly otherwise insurmountable obstacles.We respond quickly and imaginatively to aid our clients in meeting their objectives without regard to timing, past history, or obstacles.Flexibility and responsiveness are cornerstones of our business philosophy.

Small Agency Adv The Hudson Media AdvantageAt HMS, we have big agency resources that enable us to consistently deliver business-building media solutions. We are dedicated to providing mid-sized businesses and boutique ad agencies with world class media planning and strategy, as well as cost effective media buying services. Our clients get the best of both worlds - the resources of a large agency, but with the personalized-boutique feel and attention only a small agency can provide. HMS clients enjoy superior service because a seasoned media veteran manages your account with daily, hands-on involvement in every aspect of your business. Each account receives focused, senior level attention from a media professional with 35+ years of media planning & negotiating experience. At the same time, we are also contemporary thinkers & innovative media strategists and planners. We take great pride in our negotiating abilities; our clients enjoy some of the lowest rates /costs in the marketplace. While the common belief is that the bigger the agency, the cheaper the cost, that is just not true! The biggest myth in the business is the myth of clout. Rather than getting undue leverage, very large media shops are so big they tend to perform like an index fund and generally get a price near the center of the market. The best rates are obtained by the most savvy, skilled and motivated negotiators.

Services

Traditional

Traditional Traditional Media Planning and Buying TV Radio Print Outdoor Out of Home V

Traditional Media

There's nothing traditional about our innovative approach to planning and buying media. We have an unwavering value philosophy, which results in more innovative, cost effective media plans and buys. Our objective for each client is to consistently deliver increased advertising impact through the development of Sales Effective Media Solutions, media executions with a creative twist.Precision targeting - Finding the heart of every clients bulls eye or marketing sweet spot and isolating the media vehicles that these prospects relate to most closely.Creative media application - Developing innovative uses of the media to empower the creative message to stand out and work its hardest to connect with the consumer and enhance awareness and encourage the consumer to take action.Efficiency - It's not enough to achieve the first two criteria; the cost of these sales effective media solutions must also be highly efficient. We deliver on all three criteria, all the time.

Digital

Digital Media

When it comes to emerging (digital) media, the consumer is in control. Digital media is all about creating a connection between the prospect (target) and the advertiser (brand). We see the real opportunity with digital media as being able to create engagement between prospects and products. At HMS, we employ a disciplined approach to finding the unique, the powerful, and engaging media options. With so many choices and so many variables, only discipline and ingenuity can isolate those media vehicles that can establish strong connections that turn into sales.

Consulting media consulting media advice media guidance media answers help with media v

Consulting Services

Smaller advertisers face heightened challenges with fewer resources. Sometimes it's recognizing that establishing credit with the media is not automatic, it takes expertise, time and effort.Management sometimes wants a second opinion or help getting the most out of barter media credits.These needs require mastery and flexibility. We are adept at uncovering blind spots and shoring up weaknesses in strategy, cost containment, barter, systems and procedures and auditing. We offer these services on an a la carte basis.Strategy: We provide the "creative twist" - additional media and brand merchandising opportunities that increase value. We can develop effective plans for you or help make your plans stronger and more cost effective.Cost containment: We set aggressive cost parameters and smart buying guidelines.Media auditing: See what you actually received versus what you paid. We provide detailed post buy analysis, audits of costs and delivery, and billing reconciliation. Barter: We help you get the most from media credits, by providing guidelines for fulfillment or helping negotiate more favorable terms.Systems and Procedures: We simplify the essential details in media, from contract to billing, monitoring and reporting.

Digital

Consulting

Experience

Our Experience

"Experience is a hard teacher because she gives the test first, and the lesson afterward."

- Vern Law, Pittsburgh Pirates 1950-1967

1960 World Series Champion

1960 Cy Young Award Winner

1965 Comeback Player of the Year

The best way to learn business is to live through it. We have successfully directed the media efforts for 240 category leaders, challenger brands and start-ups. In the process, we've developed broad category experience and unique insights. The effect is the right strategy, approach and execution. The payoff is niche markets developed at premium rates of returns.
Category Experience

HOUSEHOLD GOODS

Category Experience

Whether it's a category leader, a challenger brand, a start-up or a spin-off, we've created the media to match every challenge through the life cycle.

Air Travel

American Airlines

America West Vacations

Claridge Casino Hotel

Continental Golf Vacations

Cosmos Globus Tours

Finnair

Helmsley Park Lane Hotel

Iberia Airlines

Jamaica Tourist Board

Previewtravel.com

Superclubs of Jamaica

Thetrip.com

Turkish Office of Culture &

Tourism

Viejas Casino

Apparel

Airwalk

Campus Sportswear

Como Sportswear

Danecraft Jewelry

Appliances Electronics

GE Monogram Appliances

Hotpoint Appliances

Optonica Audio

Pastamatic Pasta Makers

Sharp Electronics

SnowJoe Snow Blowers

Associations

Automobile Association of America

Contact Lens Institute

Council for Responsible Nutrition

Automotive

Auto-By-Tel

Caltex Petroleum

Dowgard Antifreeze

Enterprise Rent-A-Car

Ford Motor Corp.

Ford Motorcraft

Isuzu Motors

Pittsburgh Chevrolet Dealers

Salt Lake City Mitsubishi Dealers

Texaco

Tri-State Cadillac Dealers

Volkswagen of America

Beer Wine Spirits

Balvenie Single Malt Scotch

Beck's Beer

Blue Nun Wine

Bolla Wines

Dom Perignon Champagne

Dom Ruinart Champagne

Frangelico

Fat Bastard Wines

Glenfiddich Single Malt Scotch

I.W. Harper

Martell Cognac

Moet & Chandon Champagne

New Castle Brown Ale

Reyka Vodka

Ruffino Wines

Teachers Scotch

The McCallan Scotch

Utica Club Beer

Veuve Clicquot Champagne

Childrens

Crayola

Cabbage Patch Kids Cereal

Dinersaurs Cereal

Interplay Video Games

Nintendo Cereal

Upper Deck Trading Cards

V Tech Electronic Learning Products

Entertainment Media

The Apollo Theater

ARTNEWS

Beacon Theater

Cablevision

Cosmopolitan

Fuse

Harper's Bazaar

IFC TV

Madison Square Garden

Outdoor Life Network

Picturehouse

Radio City Music Hall

Russia Today

Sidney Kimmel Entertainment

Thirteen WNET TV

Town & Country

WABC TV

WLIW 21

Women's Entertainment (WE)

Financial Legal

Guardian Life Insurance

J.P. Morgan

Mack-Cali REIT

New York Life

Trolman Glaser & Lichtman

U.S. Trust

Wall & Associates

AIG

Chase

Check Into Cash

Chubb

Cohen, Milstein, Hausfeld, & Toll

Connecticut General

Credit Suisse

Davis Advisors

Dreyfus

Edelman Financial

Find the Right Lawyer

Franklin Templeton

General Re

Global Spec

FoodBev

Alvaro's Olive Oil

Arnold/Oroweat Bakers

Bigelow Tea

Borden's Dairy Products

Breakstone Dairy Products

Chex Cereals

Rykrisp Crackers

Sun Maid Oatmeal

Topp's Meat Co.

Welch's Jelly, Jams, &

Preserves

Welch's Sodas

Fifth Avenue Candy Bars

Fresh Express Farms

Goldkist Chickens

Goya Foods

Honeysuckle Turkeys

International Multifoods

Kraft Light 'N LIvely

Luden's Cough Drops

New Zealand Lamb

Polaner Jams, Jellies, & Preserves

Post Cereals

Health Beauty

Aviance

Charles of the Ritz

Coty

Countess Isserlyn

Dana Perfumes

Nair

Nature's Cure

Pampers

Pearl Drops Toothpolish

Ramses Condoms

Revlon

Rigident Dental Adhesive

Soft-All-Over

Sophia

Thermoscan Infra Red Thermometers

Healthcare

Bausch & Lomb

Bentasil Lozenges

Charter Hospital Corp.

Compound W

Ensure

Freezone

Haltran

Joselin Diabetes Center

Motrin I.B.

Nature's Cure

Nostrilla Nasal Spray

Novahistine DX

Nyquil

Outgrow

Pepto Bismol

Roosevelt St. Lukes Hospital

Stahl Eye Centers

Trans Derm Scop

Unisom

Household

Calgon Water Softener

Eveready Batteries

Eveready Flashlights

Lysol Laundry Sanitizer

Lysol Pine Action Cleanser

Saran Wrap

Ziploc Bags

Retail

Armstrong Garden Centers

Charthouse Restaurants

CVS

Frank's Nursery & Crafts

General Growth Centers (Malls)

Greenhouse Spas

IHOP

Lucille Roberts Fitness Spas

New York Mets

Radio Shack

Select Comfort

Shoney's

Subway

Play & Trade Video

Internet

Book4Golf.com

e-greetings.com

Global Spec

Liquidgolf.com

Previewtravel.com

Shopnow.com

Trip.com

Case Histories

Turkey TS

Turkish Office of Culture & Tourism in Times Square

Previous Agency, 2009

Times Square via HMS, May thru June

New Year's Eve 2010

When we discussed media with our clients at Turkey, they informed us they wanted to buy a presence in Times Square, as they had done in 2009 with their previous agency.In 2009, the client bought 8 weeks of media (above, left), six :30 spots per hour, for $340,000. In 2010, we negotiated an 8 week buy on a more centrally located sign, increasing to 16 :30 spots per hour, for $70,000. Our creative twist, negotiating to receive two :30 spots per hour on New Year's Eve, when the world's eyes are on Times Square at no additional cost!The savings allowed the client to add a third market to their television buy.

TGL Net v Gross

Personal Injury Law Firm - Direct Response TV

In 2010 HMS was able to lower this Personal Injury Law firm's media expenditure 20% and increase call volume by nearly 50%....a 70% improvement in their ROI.

Turkey Events

Added Value Culinary Events

For a tourism client such as the Turkish Office of Culture and Tourism, travel agents are salespeople for travel to Turkey, and thus are important to reach through advertising. While we targeted them directly in trade advertising, the "creative twist" came from our dealings with consumer magazines.During our negotiations with epicurean and travel publications, we were able to secure culinary events, funded by the publications, to market Turkey to the leading travel agencies and other travel VIPs.These events, which were held at no cost to Turkey, featured prominent Turkish chefs selected by the client. For Bon Appétit and Saveur, the events took place at the epicurean magazines' New York City "Test Kitchens." The Bon Appétit event was host to 43 Ensemble Travel Agents, while Saveur welcomed 40 Virtuoso Travel Agents.Our media partners at American Express Publishing co-hosted an event at a popular midtown Manhattan Mediterranean brasserie, where the client was able to select the menu at a private tasting with the restaurant's executive chef. On the guest list for the event were 54 Amex Platinum Service Agents.

Turkey TS
TGL Net v Gross
Turkey Events

Bios

Ed Weiner, CEO

Our CEO is our big-idea guy. There's an element of inspiration in every campaign he creates. He's the first to arrive at the office and usually the last to leave; and he can't help treating every client as if they are the only client. It doesn't hurt that nothing engages Ed's competitive spirit more strongly than negotiating media. Ed never fails to demonstrate his commitment to innovation and ingenious solutions for client problems, there's a creative twist to everything he does; his enthusiasm for marketing and media is always in evidence.Prior to starting HMS, Ed was the CEO of Media First International for 9 years, where he directed the media strategies and buying for dozens of clients including Northwest Airlines, New York Life, Turkish Office of Culture and Tourism, Finnair, Picturehouse, Delta Dental, Madison Square Garden Entertainment, Thirteen WNET TV, V-Tech, Cablevision, Fuse and IFC TV Networks.Prior to joining Media First International, Ed was EVP Media Director at TBS, directing the media for RadioShack, Volkswagen, Cobra Golf, Trip.com, Office Max, Shoney's and CVS for 8 years. During his career in advertising, Ed was with DDB (American Airlines, Jamaica Tourist Board and Polaroid), Grey (Ford and Revlon), Della Femina, Travisano & Partners (Saran, Ziploc, Beck's, Teacher's Scotch) and Avrett Free & Ginsberg (Bausch & Lomb, Nair, Enterprise Rent A Car).Ed has won two Effie Awards (Restaurant and Photographic categories) and two PBS awards for the successful promotion of PBS affiliate programs. He has been a guest lecturer at Amos Tuck School of Business and the annual conventions for Caribbean Travel Organization and Credit Card Marketing conventions.

Jeremy Weiner, Vice President

Jeremy has been with HMS from the beginning, and his insight and focus on client goals and media trends continues to play a vital role in the success of our clients advertising programs and our company's future. He brings to Hudson Media his experience in digital and emerging media from Universal McCann, as well as marketing, negotiating and brand management experience from Steiner Sports Marketing and Dreams, Inc. His versatility has become a major asset to our growing list of esteemed clients. Jeremy manages day to day operations and plays an active role in media planning, buying and account management.

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Contact Hudson Media

232 Madison Avenue Suite 1304New York, NY 10016Tel: + 1 212 448 9741Cell: +1 973 951 9930Email: info_hudson-media.com