Martin Feinberg, who serves as President of the organization, founded Winner Communications, Inc. in 1972. Experienced in both media and broadcast production, Mr. Feinberg perceived that although there had been rapid growth in marketing and research among major agencies, the area of media planning and buying had seen little sophistication in either training of personnel or new and innovative techniques.
Additionally, Mr. Feinberg was aware that as more corporations, particularly retailers, were moving into broadcast media there was a need for skilled and experienced media-buying counseling above and beyond the level of expertise being supplied by most advertising agencies.
Thus, Winner Communications, Inc. was formed: a total media service company which includes; market analysis, media planning & buying, testing and barter along with a production company that has full-service capabilities in radio and video/film for commercial, infomercials, documentaries and sales training.
The Winner organization has assisted hundreds of advertisers including; American Express, Carvel Ice Cream, Dress Barn, Fortunoffs, General Nutrition Centers, ITT, Jordache Jeans, Kirin Beer, Loehmann’s, Permabond International, Pizza Hut and many, many more.
The Winner Communication’s staff draws from highly experienced professionals in media, account management and production. Each professional is dedicated to the principles on which the organization was founded: providing the best media information, planning, negotiating, service and the best creative services at the most efficient rates.
Why use a media buying service? The answer is simple, really. A media buying service specializes in just that – media. A traditional advertising agency places its salary emphasis on the creative department and account personnel. The media buyer, who often spends millions of dollars for the advertiser, is one of the lowest paid people in the agency and often uses this training as a springboard to more lucrative areas within the agency.
A media buying service pays top dollar for their staff; they attract the best and brightest media people in the field. A buying service is the one place an advertiser can be sure that the most experienced and most innovative planners and buyers are handling their media budgets.
The schedules are better and the planning is better. Since a media buying service deals with networks and stations on a daily basis, they have the ability to outperform agencies in both knowledge of what programming is available and how to tailor a media schedule to the particular needs and objectives of their clients. The rates offered by a buying service are often substantially better than traditional agencies.
What MAKES WINNER COMMUNICATIONS UNIQUE FROM OTHER BUYING SERVICES
THE THREE MOST IMPORTANT ASPECTS OF A BROADCAST CAMPAIGN IN ORDER OF IMPORTANCE ARE:
• THE PRODUCT
• THE COMMERCIAL
• THE MEDIA TIME
WHAT VALUE DOES A GREAT PRODUCT AND MEDIA SCHEDULE HAVE IF THE COMMERCIAL MESSAGE IS MEDIOCRE OR POOR!
ONE OF THE DISADVANTAGES IN USING TRADITIONAL BUYING SERVICES IS THE LACK OF UNDERSTANDING AND ATTENTION TO THE POWER OF YOUR CREATIVE MESSAGE. TRADITIONAL BUYING SERVICES ARE NOT CONCERNED WITH THE IMPACT OF YOUR COMMERCIAL MESSAGE.
BUYING SERVICES SIMPLY BUY MEDIA TIME THE SAME WAY REGARDLESS OF A POOR COMMERCIAL MESSAGE OR AN AWARD WINNING CREATIVE COMMERCIAL. A BUYING SERVICE DOES NOT KNOW HOW OR WHEN TO PRODUCE A FIFTEEN SECOND SPOT. BUYING SERVICES CANNOT CORRELATE THE CREATIVE WITH THE MEDIA.
SINCE WINNER COMMUNICATIONS FOCUSES ON BOTH THE CREATIVE AND THE MEDIA BUYING WE CAN CORRELATE YOUR CREATIVE MESSAGE INTO A MEDIA PLAN BETTER THAN ANY OTHER BUYING SERVICE OR TRADITIONAL ADVERTISING AGENCY.
WITH WINNER COMMUNICATIONS YOU WILL BE ASSURED THAT YOU WILL RECEIVE A COMPELLING AND IMPACTFUL COMMERCIAL.
IN SOME INSTANCES, WINNER WILL TAKE YOUR EXISTING COMMERCIAL AND ENHANCE IT APPROPRIATELY AND COST EFFICIENTLY. FOR INSTANCE, WE CAN TAKE A SIXTY SECOND COMMERCIAL AND EDIT THE MESSAGE INTO A THIRTY SECOND SPOT OR EVEN TAKE A THIRTY SECOND SPOT AND EDIT THE MESSAGE INTO A FIFTEEN SECOND SPOT.
THIS CREATIVE ENHANCEMENT CAN OBVIOUSLY INCREASE THE IMPRESSIONS TO A BROADCAST SCHEDULE.
THESE ARE SOME OF THE REASONS WINNER COMMUNICATIONS HAS SO MANY SUCCESSFUL BROADCAST CAMPAIGNS AND SO MANY SUCCESSFUL CLIENTS.
Services Offered by Winner Communications
• Media Planning
• Spot Television Buying and Evaluation
• Spot Radio Buying and Evaluation
• Network Television Buying and Evaluation
• Network Radio Buying and Evaluation
• Local & Network Cable Buying and Evaluation
• Print Planning, Buying, Testing
• Outdoor Planning, Buying, Testing
• Computer Services (Reach & Frequency)
• Production for Radio and Television Commercials and Infomercials
• Production for Television Shows, Documentaries and Feature Films
• Trafficking materials for Broadcast and Print media campaigns
Although each client or agency is assigned to a media and marketing team from Winner Communication’s staff, Winner’s management monitors and participates on each account no matter what the size or scope of tassignment.
The Winner Communications' staff boasts a broad range of experienced professionals from traditional agencies, media buying services, “Fortune 500” companies and from media providers.
Winner Communications maintains marketing as well as media professionals who work with clients to position their product or service and in turn with Winner’s media planners to assure that the programming meets the marketing objectives.
Because of day-to-day contact with the media providers, our planners are updated daily on media market conditions. Our planners can work independently to create a media schedule or to our client’s specifications.
In today’s marketplace sharp negotiating is key for a successful media campaign.
Winner Communication’s buying group is known as the toughest negotiator in the media buying community. With the fluctuating cost of media, being able to save clients money or to be able to double the impressions for the same amount of money is our expertise and benefit to you.
Winner annually negotiates and commits to substantial inventory with the media providers. This benefits our clients in two ways.
Firstly, the negotiation is based on a volume commitment and thus the rates arenegotiated proportionately. Secondly, since the rates are negotiated each year, the time saved in preparing individual schedules is seamless. This allows us to give our clients immediate service on long as well as short term media buys.
Although each client or agency is assigned to a media and marketing team from Winner Communication’s staff, Winner’s management monitors and participates on each account no matter what the size or scope of the assignment.
The most important part of an impactful campaign is the creative message. The creative message is the salesperson for your product.
Winner is the only media buying service that knows how to correlate impactful creative with quality media. Winner Communications award winning production team can produce your message from conception to finished creative product.
Clients that typically utilize our buying services have found that our production facilities prove useful for last minute changes in copy, content or tagging. As a result, we are able to traffic creative changes quickly and more efficiently.
What can you expect from Winner Communications as a media buying service
• Preliminary Planning Session
Our management team meets the client and/or agency to review the media
specifications including marketing objectives, timetables, mediums utilized, target audience and budgets.
If the client does not provide specifications, Winner can prepare specifications based on the client’s marketing objectives and market research.
• Planning and Buying
Negotiate media schedules and prepare a media analysis of the buy for the
client’s review. Schedules will be purchased upon approval.
• Clearance of the creative with the media provider
• Negotiate any merchandising for total sell-through
• Trafficking of all creative
• Monitoring media schedules
• Review and submission of media affidavits, checking copies, posting reports
• Complete billing
• Post Analysis
A written review of media schedule to reflect the media specifications as agreed upon
What can you expect from Winner Communications as a production company
Winner Communications is a full service production company with facilities for the creation of print, radio and television commercials, documentaries and sales training films serving both advertisers and advertising agencies.
Our creative staff draws from the finest talent available in the industry from designers, stylists, copywriters, editors, cameramen, producers and film directors.
Production at Winner Communications is approached from a unique vantage point in that we are as concerned about positioning and the selling of your product as we prepare your creative content. In other words, we believe that marketing and creative go hand in hand. All creative is tailored masterfully
with your budget in mind.
Production a five-step process at Winner:
Gaining a thorough knowledge of your company, product or service.
Designing creative based on your marketing objectives within your budget. Submit script and storyboard.
Obtaining pre-production clearance of your message from the media providers.
The physical translation of the concept into the actual creative including; casting, recording, shooting, editing and release.
A review with the client to gauge the effectiveness of the message as it relates to a given campaign or program.
For adverting agencies that prefer to create their own concept for creative, Winner will handle only clearance, production and trafficking
Winner’s Circle of Clients
Ally and Gargano
Gilbert, Felix & Scharf Advertising
Hank Forrsberg Advertising
J. Richard Smith Advertising
Lawrence Wiener Associates
Lempert Design and Marketing
McQuade Bloomhorst Advertising
Michael J. Motto Marketing Associates
Sally Becker Advertising
Taylor Gordon Advertising
“Fifth of July”
“I Love My Wife”
“My Fair Lady”
“The Best Little Whorehouse in Texas”
“The Effect of Gamma Rays on Man in the Moon Marigolds”
“Your Arms Too Short to Box with God”
Cashier Training Institute
Drake Business School
New York Restaurant School
Superior Career Institute
Taylor Business School
Technical Career Institute
Film & Entertainment
Big Apple Circus
Cirque Du Soleil
International Film Exchange
Twentieth Century Records
First Consumer National Bank
Muriel Seibert & Company
Quick & Reilly, Inc.
Blimpie International, Inc
Boar’s Head Provisions
Bun N’ Burger
Carvel Ice Cream
R.L. Albert & Sons Candy
Chams de Baron
Jordache/Down East Outerwear
Kevin Sports Toys
The Glumen Corporation
Garden State Nutrition
Take Shape for Life
Weider Health & Fitness
Burnstein for Congress
Harcourt Brace Jovanovich
New York Magazine
Hair Club for Men
National Recovery Institute
Park Plaza Surgery
Rubenstein and Flatow, Esq.
Sheldon Good & Company
Bancroft Men’s Store
General Nutrition Center’s
House of Carpet
Manhattan Art & Antique Center
Martin Paint Stores
Paul Scott Ltd.
Sterns Department Store
Times Square Store
New York Health & Racquet Club
The New York Stars
American Express Travel
American Motors (Tri-State Area)
WINNER COMMUNICATIONS, INC.
3rd Floor, Room 3049
New York, NY 10018
MON - FRI: 9AM - 6PM