POWER TO THE PATIENTS · :30
Estimates Are Bull****
A sharp, humorous look at a world where everyday purchases come without real prices. The campaign aired on national and Washington, DC television.
Watch on YouTubeCampaign detailsINDEPENDENT THINKING. PERSONAL COMMITMENT.
Make them
stop.
Say WHOA.
Media strategy, planning and buying that puts your message where it matters.
Let’s make an impressionBRANDS · ADVOCACY · AGENCY PARTNERSNEW YORK / NATIONAL REACH
OUT OF HOMETV & CTVDIGITALPODCASTSPRINTEXPERIENTIAL
01 / THE WHOA WAY
Big experience.
Close attention.
The right placement can change a conversation. The right partner knows how to get you there.
WHOA Media is an independent media strategy, planning and buying firm founded by Richard Lefkowitz and Melissa J. Pordy. We bring decades of agency and brand experience to every assignment, with the care and accountability of a business led by its founders.
We work directly with brands and advocacy organizations, and behind the scenes as a trusted media partner to agencies. From a precisely placed billboard to an integrated national campaign, we connect the audience, the environment and the moment.
Strategy with a point.
Start with who you need to reach and what you need to achieve.
Relationships that matter.
Find the right opportunities. Negotiate thoughtfully. Follow through.
Founders in the work.
The people you meet are the people responsible for your campaign.
02 / WHAT WE DO
Every channel.
A clear purpose.
We build the media mix around your objective. Explore how we put it to work.
01Media strategy & planning
Audience, geography, timing and budget come together in a plan built for your business. We evaluate the role of each channel and focus the investment where it can make the most meaningful impression.
Audience definition · Market selection · Integrated planning02Media buying & negotiation
We turn the plan into real placements, negotiating rates, positioning and added value with media partners. We stay involved through delivery, coordinating the details that bring a campaign to life.
Media partnerships · Negotiation · Campaign coordination03Out of home & experiential
Billboards, transit environments, digital displays, mobile media and aerial banners put your message into the physical world. We identify locations and moments that make sense for the audience you want to reach.
Billboards · Transit · Aerial media · Custom activations04TV, digital & audio
From broadcast and cable to connected TV, digital advertising and podcast sponsorships, we connect your message with the programming, platforms and voices your audience pays attention to.
TV & CTV · Digital · Podcasts · Print & newsletters05Advocacy & public affairs
Policy conversations require thoughtful choices about audience, environment and timing. We plan paid media that helps advocacy organizations reach policymakers, influential communities and the public.
Washington, DC · Legislative markets · Issue awareness06A partner to agencies
Add experienced media leadership to your team without building a department. WHOA works as a white-label partner, supporting strategy, planning and buying while respecting your client relationships and the way you work.
White-label media · Senior counsel · Flexible collaboration03 / IN THE WORLD
Context is
everything.
A message belongs where the right people will notice it.
A CLOSER LOOK
In the path
of influence.
Washington’s Union Station brings together commuters, visitors and people working in and around the nation’s capital. Digital directory placements put healthcare price transparency into an everyday, highly visible setting.
A clear idea.
An immediate read.
“Patients Deserve Price Tags” makes a complex issue easy to understand. WHOA’s role is to put that message in the right media environment, with the attention to placement and execution it deserves.
Beyond a
single placement.
Our healthcare advocacy work spans out of home, television, digital, print, newsletters and podcast opportunities. Each channel has a distinct role in reaching audiences and sustaining visibility.
UNION STATION / CREATIVE IN CONTEXT
One idea.
Different moments.
The “Price Tags First” series brings healthcare price transparency into focus through three familiar moments of care. WHOA’s media planning and buying puts the campaign in the daily path of Washington audiences.
PALM BEACH / SOUTHERN BOULEVARD
A message on
the right route.
Our Southern Boulevard board puts healthcare price transparency on the corridor connecting Palm Beach International Airport and Palm Beach, along the route to Mar-a-Lago.
It’s the same thinking behind our Washington work: choose the place for the people you need to reach, then bring the campaign to life through thoughtful media planning and buying.
Patient Rights Advocate · “Patients First!”
CAMPAIGNS BROUGHT TO LIFE
Powerful stories.
Purposeful media.
Our role: media strategy, planning and buying that helps these campaigns reach the people who need to see them. Creative and films belong to the respective organizations and their creative partners.
PATIENT RIGHTS ADVOCATE · :30
Patient Voices
Real patients bring the cost of hidden healthcare prices into focus. The campaign combined cable television and targeted digital media.
Watch on YouTubeExplore patient storiesPOWER TO THE PATIENTS · PSA
Fat Joe: Power to the Patients
An unmistakable voice calling for upfront healthcare prices. Television and targeted digital media carried the message to audiences in Washington, DC.
Watch on YouTubeCampaign detailsPOWER TO THE PATIENTS · PSA
Three voices. One demand.
Jelly Roll, Lainey Wilson and Valerie June call for price transparency. The campaign extended across DC television, national digital platforms and aerial banners.
Watch on YouTubeCampaign detailsREPRESENTATIVE CLIENT & COLLABORATION EXPERIENCE
Patient Rights AdvocatePower to the PatientsBetterHelpwhat3wordsJet LinxVibramCrushYardMariMed
04 / THE PEOPLE
Two perspectives.
One commitment.
Senior experience is most valuable when it stays close to the work.
RLCO-FOUNDER
Richard Lefkowitz
Richard brings a career in agency leadership, media strategy and business development to WHOA. His background includes FLY Communications, gyro, Cossette Post Communications and TBWA/Chiat Day.
At WHOA, he works closely with clients and media partners to uncover opportunities, shape practical plans and guide campaigns from an initial idea to a live placement. His current work includes healthcare advocacy, public affairs and brand visibility.
Email RichardMPCO-FOUNDER
Melissa J. Pordy
Melissa brings deep expertise in luxury brand marketing, consumer insight and integrated media. She previously served as Group Director of Advertising / North America Marketing at Tiffany & Co., Assistant Vice President of Advertising at Cartier North America, and Director of Media Investment Solutions at Cheil Communications for Samsung.
At WHOA, she combines that brand perspective with hands-on strategy, negotiation and execution. Her approach is rooted in understanding customers, building relationships and making every detail of a campaign count.
Email MelissaEXPERIENCE BEFORE WHOA
Tiffany & Co. · Cartier · Samsung / Cheil · FLY Communications · gyro · TBWA/Chiat Day
LET’S PUT YOUR MESSAGE IN MOTION.
Your next
WHOA starts here.
Have a brand to build, an issue to advance or a client who needs a media partner? Let’s talk.