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Who We Are.
How We're Different.
Trade Area Marketing Group is led by Joe Dell' Aquila and Harry Falber - who first met as young members of the advertising department of Polaroid Corporation when they worked for the legendary Dr. Edwin Land and their very creative boss, Peter Wensberg, who led sales and marketing.
Our work on behalf of clients has taken us all over the world from the UK, Spain, France, Italy, on to Russia, Bulgaria, The Philippines, China, Singapore, Shanghai and many places in between navigating the cultural differences as creative work had to be developed for radio and TV, licensing programs had to be put in place, and we had to make sure that all compliance issues were addressed as we worked at building new manufacturing relationships. We have worked on time-sensitive critical initiatives, with complex regulations and compliance issues, and project-specific assignments with very tight deliverables, as well as taking on long-term assignments building international networks, and helping set up innovation labs that were regional centers of excellence.
What our clients especially appreciate, whether in a search for a new ad agency, the total overhaul of compliance standards and practices, the response to a negative outcome from a DOJ investigation, consideration of adding a DRTV creative shop to a portfolio, negotiating a new compensation agreement with a long-time sales promotion partner who has been doing far more work and the fees haven't reflected that, or battling an unforeseen crisis in sales and marketing 7,000 miles from headquarters; is that we never forget that finally-honed strategies must also be firmly managed. All our strategies that are adapted by clients come with a tactical plan and timeline we work with our clients to implement and manage. Ethics are not just one component of what we consult on, they are what drives all we do.
Truly making us different, making us uniquely sensitive to both the business side and the creative side in our space, is that we both have grown up in, lived in, and worked on both the corporate side and the agency side of the business. Harry and Joe worked for some of the most creative agencies, alongside and with brilliant masters of writing, art direction, and promotion to ever have graced what will always be known as Madison Avenue. We've worked in licensing, DRTV, media, promotion, e-commerce, and the modern world of digital.
As important, we've worked for companies that were equally well known for the fiercely competitive battles they fought in the consumer and business-to-business marketplace. We know how agencies and clients have to work together, and the value of those successful relationships in ensuring advertising communicates and motivates the intended audience. We did. And that's what we bring to our clients.
A significant part of our assignments include working with client companies on the selection of new advertising agencies, evaluating existing and setting new compensation agreements, advising private equity firms on the acquisition of digital, sales promotion, direct response, direct marketing, or full-service advertising, PR and licensing agencies for their portfolios, advising agency owners on mergers, acquisition, and setting clearly defined exit strategies of their agencies.
Our assignments have included; helping companies gather and evaluate insights into their current and future markets, setting standards and practices for vendors and assuring compliance with critical governmental regulations including FCPA, CP, BBA, ITAR, ATF, BRC, FDA, and FTC. We’ve tackled invigorating mature products, creating innovation labs to find new ones, and building product lines from successful but narrowly-focused core products.
Trade Area Marketing Group's assignments and career experience includes food & beverage, quick service and casual dining restaurants, beverage alcohol (wine, spirits and imported beer), infant & baby foods and products, flowers, gifts, fast moving consumer goods, RTD beverages, adult gaming, newspapers, automotive, dental products, medical offices, telecom, firearms and firearm accessories, computer products & services, food and non-food ingredients, airlines, private label, and retail with hands-on involvement in product innovation, direct-to-consumer, market research, call centers, customer service, consumer, e-commerce, multi-channel marketing, DRTV, and direct marketing.
What plans and programs we help create, we help ensure are executed quickly – whether it is for the sale, merger or acquisition of an ad, digital or promotion agency to a private equity firm, the selection of a new DRTV, licensing or creative agency for a growing company's evolving business model, or the complete repackaging, repositioning, and market reentry of a consumer product.