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AAAA Agency Search
Assembly
TOTAL NUMBER OF EMPLOYEES
Office Employees101-200
Total US101-200
Total Worldwide101-200
BIOS
Steve Farella, Chairman
Audrey Siegel, Agency President
Co-founder of TargetCast tcm, Audrey is tireless in her pursuit of excellence on behalf of agency clients. She created the TargetCast tcm vision of consumer-centric communication planning to ensure that marketing and media strategies for every client are grounded in strong, competitive consumer insights. Audrey was also the lead architect in digitizing all agency data, tools and strategies, long ago recognizing the expanding influence of the consumer in an increasingly digital media universe. Audrey oversees the day to day management of all client activity as well as staffing and training, establishing both a challenging and nurturing environment in which creativity and professionalism thrive. Her focus on identifying Opt-In messaging apertures for all communications efforts have led to the development of uniquely integrated strategies that have helped drive traffic and motivate consumers for clients like Pfizer COnsumer Health Care,1-800-flowers.com, Expedia.com, hotels.com, and New York Life. Directly prior to co-founding TargetCast tcm, Audrey was Managing Director of Havas’ Media Planning Group, directing $400MM in billings for a client base including ING, GlaxoSmithKline, Novartis, and Procter & Gamble. She spent the majority of her professional life at Saatchi & Saatchi where she managed the Procter & Gamble account. Audrey is active in the advertising community, chairing for the past 12 years the annual NY Magazine/ Media Day event for the NY Advertising Club. Recognized by her peers and the industry, she has won multiple awards including AWNY's Working Mother of the Year and the inaugural AWNY Changing the Game Achievement Award. She is also an industry innovator in the print media space, creating the first print AOR Unit for Procter & Gamble. She is a frequent guest lecturer at Columbia University’s Executive Education Program and past Chair of the AAAA’s Consumer Magazine Committee where she was involved with the development of various industry research, including the MARS Study and the Reader Involvement Index.
Steve Minichini, Chief Innovation & Growth Officer
Steve serves as TargetCast’s Chief Innovation and Growth Officer. In this role, he is primarily responsible for managing the innovation process inside the organization that identifies strategies, business opportunities and new technologies which enable TargetCast to successful service clients. He focuses on developing new capabilities for the organization, negotiating enterprise wide partnerships and evolving new business models that allow TargetCast to compete and win in today’s competitive media landscape. Specifically, Steve provides leadership throughout all disciplines within the organization. He creates networks (both internal and external) centered on collaboration and ensures the voice of the consumer is center to all idea generation.

Steve, a two time Media All Star (Ad Week 2011, Media Post 2013), leads all new business development initiatives for TargetCast. Steve also services existing clients by enhancing their marketplace perspective to further capitalize on new technologies, which enable a greater, more effective connection to the customer.
Gary Carr, SVP, Director of National Broadcast
If it can be done in national broadcast, Gary has done it - well.

A respected and highly-skilled negotiator, who has been honing his broadcast skills for over 25 years, Gary directs all national broadcast activity for TargetCast tcm. Adept in general market and direct response implementation, Gary artfully approaches the marketplace in a variety of ways to exact the best value for each client. Working closely with the communication planning teams, his strategic approach is designed to realize optimum pricing in the most appropriate vehicles while maintaining flexibility.

Prior to joining TargetCast tcm, Gary held senior national broadcast management positions at Media First International, MediaVest, and Ammirati Puris Lintas.

He has worked with leading-edge clients like: Kodak, Sara Lee, Burger King, Lego, Maybelline, Paramount, Carnation, Sterling Drug, AXA Financial and Nextel.

Gary is a member of the AAAA's National TV/Radio Broadcast Committee and is frequently quoted by the industry press as an outspoken leader for excellence in broadcast research and accountability.
Dave Leitner, EVP, Director of Client Services
Dave’s core belief for communications development is that the consumer experience must be the basis for all communications development. This includes the need to derive insights of the consumers’ purchase process, their media behaviors, and an understanding of their beliefs, wants and needs. Those insights will drive a total communications plan that is relevant and meaningful to consumers and will achieve client business goals.

Dave’s background is a balance of client and agency media experience, global and domestic, as well as sales and product development. Before joining TargetCast, Dave was the SVP, Group Client Director at Mediavest where he managed the Heineken USA business and was a pitch team member responsible for the global media consolidation awarded in 2012. Dave’s client-side experience includes Atari, as the Director of Media and Market Research, and Sony Electronics, as the Senior Media Manager where he managed multiple agency teams on campaigns for the home entertainment, personal audio and digital imaging product divisions. His agency experience is robust and includes CPG brands, Kraft, Coca-Cola, M&M Mars, Heineken and relevant brands such as Avon.
Sal Chieffalo, CFO
Sal has a way with numbers. At TargetCast tcm, Sal plays a critical role in managing the growth and development of our client base. Well versed in both financial applications and the advertising process, Sal works closely with co-founders Steve Farella and Audrey Siegel to effectively and accurately execute all facets of the financial process. Sal honed his skills as VP and CFO of US Operations for Sudler & Hennessey, a division of Young & Rubicam. While there, he was responsible for all accounting activities, business planning and budgeting for the $50 million US healthcare communications division. He assisted in the development, implementation and analysis of agency metrics including client profitability, staffing allocation and cash management. Prior to this, Sal held the position of VP Corporate Controller at Ammirati Puris Lintas, where he was responsible for the $75 million division's financial reporting to the parent company Interpublic Group. Sal began his career over 20 years ago as a CPA establishing a consulting practice working with small to mid-sized companies to improve their financial operations. He developed business metrics, set up and improved business accounting systems, financial reporting, cash management, and collection and payment policies.
Diana Bald, EVP, Director of Marketing & Business Development
Diana joined TargetCast in early 2013 to launch the agency’s first marketing and business development team. Her role is to lay the groundwork for TargetCast’s marketing, business development and communications plans, while working closely with fellow executives to identify solutions to marketer needs.
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