WINNER COMMUNICATIONS, INC.

An Introduction to Winner Communications

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
• Research
• 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
• Syndication
• Print Planning, Buying, Testing
• Outdoor Planning, Buying, Testing
• Computer Services (Reach & Frequency)
• Barter
Production
• 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.
People
The Winner Communications' staff boasts a broad range of experienced professionals from traditional agencies, media buying services, “Fortune 500” companies and from media providers.
Planning
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.
Negotiation
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.
Service
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.
Production
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
(pre-emptions/make goods)
• 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:
Information: Gaining a thorough knowledge of your company, product or service.
Concept: Designing creative based on your marketing objectives within your budget. Submit script and storyboard.
Clearance: Obtaining pre-production clearance of your message from the media providers.
Production: The physical translation of the concept into the actual creative including; casting, recording, shooting, editing and release.
Analysis: 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
Advertising Agencies
Alladin Advertising
Ally and Gargano
Brennan Advertising
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
MSG Advertising
Sally Becker Advertising
Taylor Gordon Advertising
Tradewell, Inc.
Broadway Shows
“Camelot”
“DA”
“Dancin”
“Fifth of July”
“Gemini”
“Hello Dolly”
“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” Cosmetics/Toiletries
Conair
Evyan Perfume
Ice Born
Irma Shorell
Nestle Le-Mur Education
Cashier Training Institute
Drake Business School
New York Restaurant School
Suburban Institute
Superior Career Institute
Taylor Business School
Technical Career Institute Film & Entertainment
Big Apple Circus
Cirque Du Soleil
Columbia Pictures
International Film Exchange
Twentieth Century Records
WBLS-FM Radio
WLIR-FM Radio Financial
Beneficial Finance
Chubb Insurance
First Consumer National Bank
Muriel Seibert & Company
Quick & Reilly, Inc. Food/Restaurants
Arthur Treacher’s
Blimpie International, Inc
Boar’s Head Provisions
Bun N’ Burger
Carvel Ice Cream
Dunkin’ Donuts
Farmland Dairy
Manhattan Bagel
Pizza Hut
Pretzel World
R.L. Albert & Sons Candy
Rosie O’Grady’s Hotels
Ramada Inns
Liquor/Soft Drinks
Holstein Beer
Kirin Beer
Kreusch Wines
Victori Wine
Voslau Water
Manufacturers
Alessio Jeans
Arrow Stapler
Chams de Baron
Damon Shirts
Gestetner
Greco Shoes
John Weitz
Jordache Jeans
Jordache/Down East Outerwear
Kevin Sports Toys
Loft’s Seed
Lolly-Togs/French Toast
Magnavision
Mr. Christmas
Nature’s Bounty
Permabond
Pilot Pens
Robby Len
Suit-Time
Sunlook International
The Glumen Corporation
William Barry
Wurlitzer Nutraceuticals/Health Food
Ameri-Fit
Bio-Tech
Cholestorine
Coral Calcium
Country Life
Cybergenics
Garden State Nutrition
Kessler Associates
Medifast Diabetic
Medifast Diet
Take Shape for Life
TwinLab
Veromax
Weider Health & Fitness
Political
Burnstein for Congress Publishing
Ace Books
Ballantine Books
Baronet Publishing
Citadel Press
Harcourt Brace Jovanovich
Lyle Stuart
Mayflower Books
New York Magazine
Penthouse Publications
Professional Services
Bio-Excell
Hair Club for Men
Lawn Doctor
National Recovery Institute
Park Plaza Surgery
Rubenstein and Flatow, Esq.
Sheldon Good & Company Retailers
Bancroft Men’s Store
Camera World
Coat World
Consumer Distributors
Dollar Shoes
Dress Barn
Flemington Furs
Fortunoff
Galleria Mall
General Nutrition Center’s
Giant Carpet
House of Carpet
Hush-A-Bye
Lane Bryant
Lee Myles
Loehmann’s
Maaco
Manhattan Art & Antique Center
Martin Paint Stores
Maurice Villency
Palmer Video
Paul Scott Ltd.
Preferred Seating
Rite-Aid Drugstores
Roosevelt Field
Selby Shoes
Shannon Mall
Showtown
Sterns Department Store
Thomasville Furniture
Times Square Store
Valley Fair
Youngworld Sporting
Crunch
New York Health & Racquet Club
The New York Stars
Telecommunications/.COM
Netopia
T-Mobile Travel
American Express Travel
American Motors (Tri-State Area)
Dominican Republic
Haiti Tourism
Israel Tourism
WINNER COMMUNICATIONS, INC. 1441 BROADWAY 3rd Floor, Room 3049 New York, NY 10018 MON - FRI: 9AM - 6PM
CONTACT US O:212 206 0111 C: 917 930 3859 E: MFEINBERG@WINNER-COM.COM

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