1. A few simple reasons why Weinreb Partners should plan and buy your media.
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2. In an increasingly complex world, we like to keep things simple. So here are:
Four simple reasons why Three simple ways we will Two simple reasons why One very simple secret
you should use Weinreb create great media plans we are the best choice for weapon (and one equally
Partners to plan and buy for your brand. your brand. simple way to get the ball
media. rolling.)
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3. Four simple reasons why Weinreb Partners should plan media for you.
We understand your We know your We possess deep relationships We have a track record of
business. consumer. with your key media. success.
We specialize in media We know how to find those Our relationships with Large companies and
planning for companies and consumers who seek out media leaders have been small. Iconic brands to
organizations which offer your products. We have forged over 30 years, start-ups. Re-launches and
products and services that reached consumers in every which gives us unmatched introductions. Across all
are unsurpassed in their key demographic, and we access. Conversely, our demographics and via all
segment. These products are proud of our ability to “flat structure” allows a free types of media. And most
and services are sought out, find even the most difficult flow of ideas and the ability importantly, for companies
specified, and even cher- to reach audiences. We for the media to present with large or small
ished (or will be) by their understand what they look opportunities and offers budgets.
consumers. at, where they shop, and directly to decision makers.
how they gather information. A perfect match.
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4. Three simple ways Weinreb Partners will create great media plans for you.
We know the simple truth Effectiveness is our only A media plan is a living
about great rates. goal. thing.
Great rates are more than A great media plan delivers For us there is no
just a discount off the maximum impact against “planning season.” While
rate card. Great rates are your target. It may do so by it is important to create
a combination of price, carefully choosing the best a road map for the year
positioning and value- traditional, non-traditional, ahead, the best media
added opportunities. or digital media - or often - a plans remain dynamic.
How do we obtain these combination of all. While we This allows us to pounce
great rates? Through long- have a reputation of creating on great opportunities as
term relationships, mutual innovative media plans, they present themselves,
respect with the media, and we’re most proud that we constantly refining media
a relentless pursuit of great deliver plans that provide the plans to maximize impact
opportunities. highest return on your media and stretch your budget.
investment.
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5. Two simple reasons Weinreb Partners is the best choice for you.
We are media planners, not We will be an advocate for
global media executives. your brand.
While all media agencies More than just planning
promise attention by senior media, we will use our
executives, we have no reputation and industry-wide
other choice. In fact, it gets contacts to be your advocate.
even better. We don’t offer Creating media “buzz” for
you senior people, we offer your brand and bringing
you the “name on the door.” your unique qualities to the
Simply put, when you use attention of influential media
Weinreb Partners, Andrea leaders.
Weinreb is your media
planner.
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6. One very simple secret weapon (and the simple way to get the ball rolling).
We are nice. Call Andrea.
That should not be a secret 914.238.2700
weapon, but apparently Be prepared to talk to a real live
it is. Being nice infuses person. (most likely Andrea.)
everything we do. Not only
to clients, but to the media. andrea@weinrebpartners.com.
It not only pays dividends, We respond to all e-mails - quickly!
but makes our daily lives
much more enjoyable. www.weinrebpartners.com
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7. Since 1991, we are proud to have created media plans for the following companies:
• Liz Claiborne, Inc. • New York & Co,
• Dana Buchman
• Visiting Nurse Services of New York
• Liz Claiborne
• Claiborne Men’s • Robert W. Baird
• Sigrid Olsen
• Liz Home • Lalique Crystal
• Ellen Tracy
• Juicy Couture • Frederick Goldman Bridal Jewelry
• MEXX • Keepsake Diamonds
• Diana
• Liz Claiborne Cosmetics
• Juicy Couture • eZiba.com
• Usher • Dr.Drew.com
• Curve
• Realities
weinreb partners 914.238.2700 www.weinrebpartners.com
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9. Our Background
Weinreb Partners was founded in 1991 by Andrea Weinreb in a spare bedroom with a Mac SE/30. We started our
business with a simple philosophy: combine our passion and experience with an unmatched level of personal service
to provide our clients with the best possible media and marketing services. While that SE/30 is long gone, our
philosophy is as good as new.
Andrea was Vice President, Associate Media Director at Bozell, Inc. prior to establishing Weinreb Partners. Her
accounts there included Hermes, U.S. Air Force, Holiday Inn and Patek Philippe Watches. Already known as an
exceptionally creative media planner and a tough negotiator, Andrea’s reputation as a leading force in media
planning has continued to grow. Today, she is recognized as one of the finest media planning professionals in
the industry.
Andrea holds an M.B.A. in Marketing from NYU and a B.S. from the Newhouse School of Public Communications
at Syracuse University.
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10. Core Strengths of Andrea Weinreb & Weinreb Partners
Organized, focused Unrivalled Creative & Broad view of Tenacious.
and efficient. negotiator. unconventional. media & marketing.
Andrea Weinreb has man- Andrea has consistently A great understanding of Understanding how paid Doesn’t takes no for an
aged all media planning obtained the lowest pos- how to build a brand and media interacts with answer from the media.
and buying functions for sible rates in the reach targets allows An- other media elements, Keeps increasing the
major brands single hand- industry. Her negotiat- drea to develop extraor- Andrea skillfully com- value of any package
ily or at times with just ing prowess is nearly leg- dinarily creative media bines all resources to pro- with any medium.
one employee. endary. And she doesn’t plans. Because each duce successful events,
stop at simply great brand is unique, Andrea promotions and sales. And always with a smile.
She has flawlessly man- rates. Andrea develops will utilize all traditional Beginning with a base of
aged 20 brands simulta- value added programs and new media options paid media, Andrea adds
neously. that dramatically in- to develop plans that go layers of value- added
crease the effectiveness way beyond standard and social media that
of the media program. strategies. dramatically impact the
project.
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11. Accomplishments
Liz Claiborne Inc..
For over 10 years, developed media strategy and plans for all Liz Claiborne Inc. brands (fashion and fragrance) including:
Liz, Dana Buchman, Sigrid Olsen, Ellen Tracy, Juicy Couture, Lucky Brand, MEXX, Claiborne (Men’s).
Agency of Record for all Brands.
Total brands managed: 17 fashion/5 fragrance
Total media spending: $190MM
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12. Accomplishments
Liz Claiborne Inc..: Introduction of MEXX Stores
Introduction of Brand to U.S. Market through Four Retail Stores including Flagship Fifth Avenue Location
Primary Objective:
Announce openings of first retail outlets:
• Union Square and Fifth Avenue, Manhattan
• Roosevelt Field Mall, Long Island, NY
• The Westchester, White Plains, NY
Secondary Objective:
Support “media event” at Fifth Avenue store.
• Select “MEXX Mates” couple from among consumers who would be featured on a Times Square billboard.
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13. Accomplishments
Introduction of MEXX Stores: Plan Details
Out-of-Home:
• Manhattan:
• Union Square Subway “Station Domination” including transit boards, floors and ceilings
• Created a sea of MEXX banners by purchasing all street poles along Fifth Ave. from 23rd to 57th Streets.
• Phone Kiosks throughout Manhattan
• M@X Rack postcards purchased in key locations (clubs, restaurants, stores)
• Wild posting in key selected locations throughout the borough
• Suburban Stores
• Mall signage throughout Roosevelt Field Mall and The Westchester
• Poly bagged home delivery of the New York Times within select zip codes with complimentary gift cards inserted.
Print Media
• Ads in the New York Times, New York Magazine, and Time Out New York
Digital
• Daily Candy e-mail blast in support of stores and media event.
Results
• Throughout four locations initial store sales exceeded targets for sales and traffic.
• Fifth Avenue “MEXX Mates” promotion produced lines “wrapped around the block.”
Event was covered on all major news broadcasts in New York.
• Fifth Avenue store traffic nearly reached “legal capacity.” weinrebpartners
14. Accomplishments
Liz Claiborne Cosmetics: Brand Launch of USHER Fragrance
Introduction of celebrity fragrance line into a crowded market to a broad and diverse target.
Primary Objective:
• Introduce brand for holiday season gift giving.
• Reach broad target of men and women of all ages and ethnicities.
Secondary Objective:
• Support launch event with a personal appearance by Usher at the world famous Macy’s Herald Square store.
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15. Accomplishments
Usher: Media Plan Highlights
Print
• Use leading magazines to reach targets
• Design custom value-added programs that match the magazine’s message with the Usher brand message.
• Deepen involvement by use of magazine’s website via banner advertising and streaming video.
Examples:
• “Behind the Lens” on shopvoguetv.com.
• “Making of the Fragrance” video on Vibe.com.
• Partial sponsorship of Oprah’s O University.
• People.com newsletter ad with hotlink to Macys.com.
• Cosmo Girl Gift Guide text messaging sample program.
• Cosmo college sorority sampling program.
Digital
• Create an online and mobile “viral interactive” campaign featuring a customizable personal message from Usher.
• Microsite with link to Usher’s website.
• Personalized text messages, wake-up calls and voicemail in Usher’s voice.
Usher: Introduction Results
• Usher was a top-selling brand in both men’s and women’s categories within Year 1.
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16. Accomplishments
Usher: Launch Event at Macy’s Herald Square
Create a high impact marketing campaign to drive crowds to store for launch featuring personal appearance by Usher.
Plan Highlights:
Media
• Two consecutive pages in Metro New York on day of event.
• Banner ad on Metro New York website
• Announcements on Macy’s Jumbotron and CBS Times Square Jumbotron (negotiated as value-added from leading fashion magazine.)
On-Site
• Brand Ambassadors hired to create “street party” atmosphere.
• Ambassadors were dressed in event specific Usher T-Shirt.
• With Usher music playing, Ambassadors turned Herald Square into a dance party.
• Handouts included Metro New York and fragrance samples.
Results
• An extraordinary success with major media coverage.
• Simply put, Herald Square was rockin’!
• Usher was the top-selling brand in both men’s and women’s categories in Macy’s Flagship Store in Year1.
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17. Accomplishments
New York & Company
Developed first major multi market radio campaign, which included paid spots and mutliple levels of on-air
and on-line promotional activity.
Juicy Couture
Developed unique local media plan for flagship New York store’s anniversary using combination of taxi top and taxi TV advertising. Of-
fered consumers free rides home. Taxi TV by was obtained as value-added from a magazine partner at no additional cost to Juicy.
Lalique
Worked directly with CEO in developing first major national ad campaign for quintessential luxury brand.
Hermes
Managed relaunch of the Hermes brand to a younger audience thereby greatly increasing brand appeal.
AX Armani
As part of launch team, developed media plans for introduction of important new line from the iconic designer.
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