Overview

Company Summary

MISSION STATEMENT: ID Media strives to deliver the best return on our clients’ media investments. We specialize in direct response marketing programs that stimulate customer engagements that we track to provide accountability metrics. Our business benefits from both scale (to yield both insight and buying power) and best-in-class technologies. In order to achieve the best ROI for our clients, we are committed to multi-media solutions that allow cross-channel optimization. We believe it is also important to be a leader in emerging media, which ensures we will continue to deliver on our mission as the media landscape and consumer habits change. We are responsible to our employees, the diverse individuals who deliver these solutions to our clients professionally and collaboratively. We strive for a stable, nurturing, stimulating environment in which it is management’s responsibility to provide a platform for teams to succeed. ID Media’s mission extends to the communities in which we work. We help people and families living with cancer, whether they are our own employees or those we help through community efforts. Our “caring about cancer” mission includes fundraising, education, and volunteerism.

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Staff

Total Number of Employees

Office Employees: 51-100
Total US: 101-200
Total Worldwide: 101-200

Lynn Fantom
Chairman and CEO
Singled out as one of Advertising Age's "100 Best and Brightest Women in Advertising" and one of the "Top 25 Most Influential People in the DRTV Industry" by Response TV, Lynn Fantom brings over 20 years of direct marketing experience to her role as Chairman and CEO of ID Media, the largest direct response media services company in the U.S. Lynn is a keen marketing strategist who applies her knowledge of technology and marketing to deliver the best possible return to ID Media clients on their media investments. In profiling Lynn, The Wall Street Journal said, "Ms. Fantom isn't a technogeek or a slick advertising type, but, rather, a turnaround veteran who climbed the corporate ladder in the relatively staid realm of direct response." Accountability has always been paramount in direct marketing, says Lynn. Prior to ID Media, Lynn served as President and CEO of K2 Digital and as CEO of Lowe Direct, an IPG direct marketing agency that pioneered for Mercedes-Benz one of the industry's most successful relationship-marketing programs. Lynn spent the previous 15 years with Draft, one of the world's largest integrated marketing agencies, where she held several senior positions, including General Manager, President, and Vice Chairman. Lynn was elected to the Gilda's Club Worldwide Board of Directors in 2005. Lynn is a magna cum laude, Phi Beta Kappa graduate of Smith College, where she majored in Latin and Greek.

Gaye Sussman
President
Gaye is a uniquely qualified media professional whose experience is as comprehensive as it is diverse. Her expertise in media research, planning and buying cuts across every medium and spans both general and direct. Since being named President of ID Media in January 2002, Gaye has helped structure powerfully successful media programs for some of the world's best companies, including American Express, Verizon, and LendingTree, among others. Since being named President of ID Media in January 2002, Gaye has helped structure powerfully successful media programs for some of the world's best companies, including American Express, Verizon, and Nautilus, among others. Gaye was hired as Media Director of Draft in 1989. While there she focused on incorporating general advertising media principles into Draft's direct response media efforts. Prior to joining Draft, Gaye was Senior Vice President, Group Media Director at Bates, responsible for consumer, business-to-business, and packaged goods accounts such as Kraft Foods, Coors Beer. DHL and Prudential Insurance. Gaye also supervised media for Bates' African American agency subsidiary, Jamison & Leary. Gaye is chairman of the AAAA's Direct Marketing Media Committee and holds a bachelor's degree in psychology from Hunter College.

Thor Peterson
EVP, Chief Financial Officer
Thor has world-class credentials in finance and accounting specifically for advertising and media agencies, firms for which timing, accuracy, tracking, and accountability are vital to their success. Thor became Controller of ID Media in January 2002 and was named to his current post in March 2003. Thor oversees financial management, client billing, vendor relationships, and controls. Thor began his career as an auditor at Arthur Young, working on various financial and professional services industries. He later held positions at WPP, J. Walter Thompson, and Foote Cone & Belding. Just prior to ID Media, Thor was Controller at Draft. Thor is a Certified Public Accountant who graduated with a bachelor's degree in business administration from Adelphi University.

Rob Bochicchio
SVP, Chief Broadcast Officer
Rob's leadership of broadcast buying reflects not only his bold and innovative management style, but also 15 solid years of buying and supervising experience in direct response. While overseeing the efforts of 28 buyers in New York, he has tirelessly pursued both technology innovations and new DRTV broadcast strategies, such as upfront cable deals exclusive to ID Media and Google TV Rob joined ID Media in January 2002 to oversee ID Media's short-form and long-form buying teams as well as support new business efforts. His team of negotiators is driven to achieve bottom-line results for a broad range of clients that include Nautilus, American Express, Brinks Home Security, Kraft, Verizon, Merck, and Nationwide Insurance. Prior to ID Media, Rob founded the direct response broadcast unit of TN Media, the media arm of True North. Rob's extensive media experience dates back to Draft where he helped launch one of the earliest pharmaceutical DRTV campaigns for Upjohn's Rogaine. Rob graduated from St. John's University Business School with a Bachelor of Science degree in marketing and advertising. Rob is a member of the Direct Marketing Club of New York and the Electronic Media Marketing Association. He has also been a panelist at the DMA and lectures frequently at St. John's University and FIT

Jeff Hinz
SVP, Director of Client Services
Jeff is an experienced media professional with over 21 years managing offline and online media planning and buying across a range of consumer and business categories including automotive, QSR, technology, and healthcare. By introducing alliances, partnerships, aggressive negotiating, innovative creative units, and rigorous buy optimization, Jeff has proven to accountability-minded clients that he can take media performance to a new level. Jeff joined ID Media in May 2002 as Senior Vice President, Director of Client Services for the New York office. Among the clients Jeff oversees are Johnson & Johnson, HBO, Miracle-Ear, Nikon, SC Johnson and Cayman Islands. Jeff is frequently quoted in the advertising and media press and speaks at conferences including OMMA East 2006, providing insight into existing and emerging media opportunities. Always ahead of the curve, Jeff was featured in the press early on in the evolution of RSS advertising. Jeff is a current member of the AAAA’s Digital Marketing Committee, as well as a member of the Association of Downloadable Media (ADM). He also sits on the board of a social media company advising them in a range of media industry topics. In his spare time, Jeff is an award-nominated Podcaster, spending the last three years creating content in the new media space. Jeff graduated from Arizona State University with a bachelor's degree in marketing and a minor in computer electrical engineering.

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Clients and Brands

Client & Brands	Start Date
Time Warner	01-01-2004
Johnson & Johnson	01-01-2002
Verizon	01-01-2001
American Express	01-01-2002
Brinks Home Security	01-01-2007

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Billings & Revenue

Billing / Revenue Ranges	Number of Clients

Total Gross Media Placed by this Office

Allocation Percent of Media Placed by this Office
National Broadcast: 70%
Digital: 10%
Print: 3%
Other: 17%

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Types of Services

Service Offering	Revenue
Media Planning	30
Media Buying	30
Digital/Interactive | Mobile and Wireless	20
Digital/Interactive | E-Commerce Solutions	20

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Industry Experience

Media | broadcasting
Appliances
Healthcare | pharmaceutical
Financial services | credit cards
Food & Beverage | food
Financial services | Banking - Consumer
Telecommunications
Automotive | aftermarket
Food & Beverage | pet food
Healthcare | medical products
Technology | consumer electronics
Automotive | vehicles
Technology | computer hardware & software
Travel | tourism
Retail
Home Products | Home Improvements (hardware, paint, plumbing, gardening)
Cosmetics, perfumes & toiletries
Healthcare | direct to consumer (DTC)
Consumer Services
Financial services | investments
Technology | electronics
Government | military & defense
Government | political
Financial services | insurance
Business Services & office products
Household Supplies
Education
Media | other
Restaurants
Home Products | home furnishings

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