Big Agency Experience
Feld Direct’s team of media experts have held senior titles at large agencies, but left to work with a smaller group of like-minded people that love to lead rather than follow, embrace media’s evolving landscape, and do the work rather than just oversee it.
Throughout all the promotions and industry accolades while working in large agencies, our biggest disappointment as we moved up the ladder was leaving behind the daily work and craft of media planning and buying. At Feld Direct we practice our craft and work closely with clients, helping to manifest their marketing vision into a media plan and buy that delivers profit to their bottom line.
Small Agency Flexibility
We take best practices we learned from working at large agencies and apply them to our client’s business.
We have worked at large agencies, learned and honed our craft over the years, and then brought that insight and expertise to Feld Direct. Here we can create a smaller, more flexible environment for our clients. Stretching our creativity doesn’t require senior management approval. Adopting a new practice or grabbing a new piece of technology doesn’t require a committee or a procurement department, or even a holding company manager to decide if it fits within rigid corporate guidelines. We are free to innovate, to help our clients grow, without the red tape.
Our buyers work with clients directly
Unlike other agencies, our buyers work directly with our clients and are in direct contact every day, so our turnaround time is fast.
Our buyers are organized by client and by network so clients get the best of both buying philosophies. Our investment manager collaborates directly with clients so that the buying decisions that are being made on accounts are transparent. We’re a strong advocate for clients in the media marketplace, representing the brand and securing the best media deals possible. By knowledgeably representing our clients to the network’s sales teams, our buyers create opportunities such as sponsorships, opportunistic pricing, even custom programming.
We are independent
We are not bound to a holding company’s bottom line. We are free to reinvest revenue back into our business so it directly impacts our clients’ business.
Large media companies often have different financial agendas, whether it’s breaking into a new foreign market or simply funneling the revenue to shore up an office that is struggling. None of that happens at Feld Direct. The revenue is reinvested into the media people, the research, and the tools that our clients need.
Future of media
We lean into the new types of media and embrace the changes that are impacting our industry as a revenue generating opportunity for our clients.
The media landscape is shifting, and we embrace the changes that are occurring. There is more opportunity today to develop a meaningful relationship with a potential customer than ever in the history of our industry due to the impact of new media. Once we establish a strong connection between the target audience and the media type, we weave the program into the media campaign. We were early adopters of addressable media. We work with online video, and we embrace new forms of radio. Our digital practice has shifted with the rapid-fire changes to paid digital, all to the benefit of our clients.
We acquire profitable customers today while building brand preference over time
Feld Direct is masterful at creating commercials that not only drive results, but deliver a brand look and feel that extends the life of each campaign. The media department is no different. We embrace both brand and direct response, and our planners and buyers are experts in both disciplines in order to drive sales while simultaneously building the long term value of a brand.
Largest DRTV agency in Northern California
Our San Francisco office is in the prestigious Letterman Digital Arts Center in the Presidio, with additional media staff in Chicago and New York.
We have grown up among the entrepreneurs of Silicon Valley, and because of the types of clients on our roster, we have been early adopters of website analytics applied to offline media.
Our planning efforts are focused on accountable media that will provide the most qualified leads at the best ROI.
Our media team uses performance goals as an integral part of the planning process. Instead of just scattering client test dollars over a large list of networks that rely on historical performance data, we use the latest media planning tools, such as MRI segmentation analysis, to match actual target demographics to network demographics. This enables us to focus our test budget on fewer networks that have the greatest chance of success out of the gate.