Branded DRTV | Media | Strategy | Creative | Production | Digital

Welcome to
feld direct

What We Do
about-us

What We Do

Feld Direct is a full-service Branded DRTV agency and production company. We fuse the power of brand advertising and the selling logic of direct response to help clients acquire profitable customers today while building brand preference over time.

Working closely with our clients, we’re accountable for all response levers in-house—media, strategy, creative, and production—to achieve the best possible return per marketing dollar.

Having produced 1,500 TV spots and counting, we understand the path to Branded DRTV success—and how to get our clients there faster:

• Quicker time to payout and increased ROI via on-air A/B commercial testing.
• High commercial production values at affordable prices.
• Continuous optimization of media spend.
• Low risk channel viability testing.
• Analytics based rollout and scale.

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work

Our Work

NewDayUSA – Digital
clients

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our-team

Our Team

Big Agency Experience. Hands On Engagement.

Our teams come from big agencies and the client side, with backgrounds in
brand advertising and direct response marketing. We’re selective—we only work
with the highest level experts in our core competencies.

Mic Feld

Mic Feld

CEO View Details
DASH THOMPSON, CPA

DASH THOMPSON, CPA

CFO View Details
Susan Rowe

Susan Rowe

Executive Director of Integrated Media View Details
Tara Izzo

Tara Izzo

Director of Investment View Details
Virginia Cardozo

Virginia Cardozo

Account Supervisor View Details
Jennifer Nelson

Jennifer Nelson

Senior Investment Manager View Details
Martin Risberg

Martin Risberg

Creative Content Manager View Details
Chris Moy

Chris Moy

Integrated Media Analyst View Details
Zenia Kawas

Zenia Kawas

Account Coordinator View Details
Josh Cariela

Josh Cariela

Media Investment Assistant View Details
Taylor Feld

Taylor Feld

Editor View Details
Monica Escalante

Monica Escalante

Assistant Editor View Details
Mic Feld

Mic Feld

CEO

Mic has spent 40 years in brand advertising and direct marketing. He began his career in retail marketing as advertising director for a 40-store chain of discount department stores. He moved to the agency side in 1980, working at Ogilvy&Mather and J. Walter Thompson in New York; then Foote, Cone & Belding in San Francisco, where he was the GM of west coast direct marketing operations. He went to the client side in 1997 as CMO of The Money Store, a national brand spending over $100 million a year on DRTV. In 2001 Mic founded FELD DIRECT and its in-house production company, GRAPHITE FILMS.

He has helped architect the DRTV launches and rollouts for dozens of national clients including Abbott Diabetes Care, AT&T, NewDay USA, zulily, Bank of America, 21st Century Insurance, Anthem Blue Cross/Blue Shield, MoneyMutual and Match.com’s OurTime.

A graduate of The Wharton School of the University of Pennsylvania, Mic was a three-time member of the United States Rowing Team, winning the gold medal at the World Championships in Switzerland in 1974.  He is married with two sons and lives in Tiburon, California. 

DASH THOMPSON, CPA

DASH THOMPSON, CPA

CFO

Dash has 15 years of professional experience in public accounting and private industry finance. He began his career in retail banking with Washington Mutual Bank, where he sold a variety of loan and investment products in a fast-paced and growing sales environment. He then worked as a cost accountant on various projects, including a large hotel construction in Kapalua, Maui. He moved into public accounting in 2007 with Eckhoff and Company in San Rafael, where he became licensed as a CPA and worked his way up to Director of Audit and Accounting, dramatically improving audit department profitability along the way. His role also included significant consulting with small businesses on financial reporting, cash flow, and income tax strategy and compliance.

Dash joined Feld Direct as full-time CFO in 2015, after serving for many years as an external consultant and tax advisor for the company. He manages all aspects of the agency’s finances and serves as a close advisor to the CEO in matters of agency management.

Dash graduated summa cum laude from the Baskin School of Engineering of the University of California at Santa Cruz. He lives with his wife, son, labrador, and two cats in Novato, California. His hobbies include poker, golf, cigars, and camping—as long as showers and restaurants are nearby.

Susan Rowe

Susan Rowe

Executive Director of Integrated Media

Susan Rowe has 35 years of media strategy experience with senior level positions at both Ogilvy Neo and Carat. As Ogilvy Neo’s senior partner in the digital and direct response media practice, Susan oversaw performance marketing for a number of high-profile clients, including Allstate, Investools, TD Ameritrade, Select Comfort and Six Flags. She also ran NeoVideo, which was responsible for all forms of new video. While at Carat, as EVP of Integrated Media, she served on the US Executive team which grew the company from $450 million in annual billings to $6 billion serving high profile clients such as Papa John’s Pizza, Orbitz, Jenny Craig, Motorola, and E-Loan.
In 2008, she started her own consulting practice, Rowe Media, focused on delivering media strategy, driving the industry forward on offline attribution methodology to online, and employing brand response to build brands while simultaneously creating ROI. Clients include Best Friends, Brandman University, Mixbook, Campbell Ewald, Mitchell & McCue, Clarivoy, and Core Direct.

The achievement for which she is most proud, however, is her pro bono campaign for Save the Children shortly after a tsunami devastated seaside communities in Asia. Through her efforts and those of Carat, Save the Children raised more than $150 million. She also has hiked Kilimanjaro and the Inca Trail culminating at Machu Picchu. Having successfully trained her dog as a Therapy dog, Susan and Brody now visit area nursing homes, spend time with special needs children and attend the Kids Read to Dogs program.

Tara Izzo

Tara Izzo

Director of Investment

Tara Izzo brings 20 years of DRTV experience to the Feld media department. Her previous agencies range from very traditional DRTV agencies such as R2C Group (formerly Cmedia) to large Hybrid DRTV agencies such as Pathway, a division of Omnicom Media Group, where she became an expert in negotiating, buying, analyzing television media that consist of National and Local Cable, National and Local Broadcast, Syndication, and Hispanic TV. Categories include Insurance, Telecom, Consumer Package Goods, Healthcare, and Pharma.

From 2014-2016 Tara gave the “dark side” of the advertising industry a try and was a National Account Executive for Hispanic Networks Estrella TV and Univision Communications where she sold all media platforms for the O&O and affiliate stations in local markets. Having been on both sides of the business brings a level of knowledge and experience that is not seen in most agencies.

Besides enjoying wisely investing our client’s money on media, Tara enjoys Jamaica, Bourbon, Dogs of all kinds and a good piano bar!

Virginia Cardozo

Virginia Cardozo

Account Supervisor

Virginia is passionate about strategizing with clients to bring smart, effective, and successful marketing to life. A graduate of Boston University, she worked for 5 years in the art world in NYC managing artists, photographers, and their clients before moving back to SF, where she is from.

Her experience in client management, marketing strategy, photo and commercial production, studio management, set styling, and more helps her work at Feld where she loves teaming up with clients, creatives, and producers.

When not at work, Virginia loves visiting the SF MoMA and Alameda Flea Market, jogging around Buena Vista Park, playing with her two kittens (Johnny) Cash and Dolly (Parton), and discovering the latest cocktail spot.

Jennifer Nelson

Jennifer Nelson

Senior Investment Manager

Jennifer Nelson comes to Feld Direct with 6 years experience in DRTV. She comes from agencies such as Performics, previously known as Halogen Starcom Media Group & Pathway, a part of Omnicom Media Group. During her time at these agencies, Jennifer excelled in buying, negotiating and analyzing both Local and National Cable. Some of the categories include Pharma, Retail, Healthcare, Insurance, Telecom & Restaurants.

Jennifer represents Feld Direct on the East Coast, and brings with her deep knowledge of local, national broadcast, long form, syndication & Hispanic as well as her great relationships with both local and national representatives.

In her spare time, Jennifer enjoys traveling, fitness, skiing, spending time with her family and supporting Penn State Football. WE ARE!

Martin Risberg

Martin Risberg

Creative Content Manager

Martin joins Feld Direct and Graphite Films as Creative Content Manager where he liaises between the agency, production team, and client. Keeping the full production process under his umbrella ensures a consistent product and timely delivery. Martin also works as Post-Production Supervisor where he handles and manages vendors, freelancers, and the three in-house editing bays.

Born and raised in Sweden, Martin studied film production in Santa Barbara. During college he spent time in both San Francisco and Los Angeles working on film sets and commercial productions. Martin has also produced a number of short films that have been screened at film festivals in the US and Europe, and he currently has creative content up on both Steam Video and Netflix.

Outside of work Martin enjoys spending time with friends, discovering San Francisco’s diverse culinary scene, and unwinding at happy hour with his coworkers. When not between tall buildings, Martin can be found hiking or working on a new creative project.

Chris Moy

Chris Moy

Integrated Media Analyst

Christopher’s career has taken him across the country, pursuing opportunities in Miami, Tallahassee, San Diego and now San Francisco. Chris joins Feld Direct with over 4 years in DRTV experience with expertise in campaign results reporting and marketing operations. In previous roles he has leveraged technical and industry knowledge to resolve campaign result discrepancies. His passion is manipulating and analyzing big data to derive meaningful insights. Chris aims to continue learning and improving his technical skills in data science and analytics until he “plays chess while everyone else is playing checkers”. Chris resides in San Francisco and in his free time can be found looking for his ball in the rough on a golf course, shooting air balls on a basketball court, hitting a tennis ball into the net, training in mixed martial arts, trying a new drink in a local bar, or otherwise exploring his newfound home in the Bay Area.

Zenia Kawas

Zenia Kawas

Account Coordinator

Zenia joins the account team at Feld with her passion for client services and seeing marketing ideas come to life. She feels she thrives at Feld because of the ambitious team, creative environment, and never-ending supply of coffee and chocolate.

Zenia attended UC Irvine and got her degree in Psychology and Social Behavior, with a minor in Management. In college she studied abroad in New Zealand, wrote her thesis about restoring consumer trust in a brand, and interned at an advertising agency. As she learned more about marketing, she knew it was what she wanted to pursue as a career. During her free time, she enjoys listening to podcasts, cooking, and traveling.

Josh Cariela

Josh Cariela

Media Investment Assistant

Josh hails from the lush vineyards of the prestigious Napa Valley where he grew up playing baseball, and any team activity he could become involved with. Josh always had a dream to just “go” and experience new people, cities, and cultures. As a young boy, he can vividly remember watching a Nike commercial for running shoes and soon thought to himself that he would like to become an innovative player in the ad world. Josh graduated from San Diego State University in May after attending the Junior College in Santa Rosa, where he finished his baseball career.

In college, Josh studied Business Marketing with an emphasis in Integrated Marketing Communications. Today, he is our media investment assistant where he coordinates with Feld’s senior buyers to ensure a client’s media dollars are successfully placed with the networks in accordance with the media buy. He couldn’t be happier working in San Francisco which has always been a dream of his. He enjoys more than anything being a part of the excited, intelligent, and passionate team here at Feld Direct. If you happen to need any insight into the hottest new music tracks, Josh is your man!

Taylor Feld

Taylor Feld

Editor

Taylor is staff editor at Graphite Films and produces all color grading sessions. He has worked on more than 30 projects in his three-plus years at Graphite. Color grading, concept storytelling and design interest him in particular. Taylor received his degree in history from UC Santa Cruz, graduating cum laude with honors, and is an elected member of Phi Beta Kappa. He lives in San Francisco and like to paint, read and drink coffee. He always eats his vegetables.

Monica Escalante

Monica Escalante

Assistant Editor

Monica Escalante is more than excited to come to Graphite Films as an Assistant Editor. Originally from San Diego, Monica grew to learn that media was one of her favorite creative outlets. She graduated in 2016 from San Diego State University majoring in Television, Film and New Media with an emphasis in Production where she worked on many short films as an editor and colorist. She worked as an editor at Fox 5 News in San Diego for several years before moving to Los Angeles and has since then settled in San Francisco. She thinks it’s dope here. Monica enjoys traveling, photography, cooking, drinking all of the wine, and has plans to live in Berlin sometime in the future.

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