Senior Management has well over 100 years collective experience in direct response marketing and media. We bring that background to all that we do.

Click on a name to view info and bios.
• Michael Medico
• Anthony Medico
• Lori-Ann Capitelli
• Jeffrey Wyant
• Tom Farrell
• Shannon Smith

CEO, E+M Advertising | mmedico@emadv.com

A 40-year veteran of direct response industry, Michael began his career by working on traditional direct response accounts, such as “Candlelit Music,” “Famous Artist School” and “Veterans Life Insurances.” As the industry evolved, Mike helped develop branded response non-traditional DR.

In 1980, he founded E+M Advertising and continues to be an industry leader.

Mr. Medico is a member of the advisory board of RESPONSE Magazine. He has written numerous articles that have been published in various industry journals and has been a featured speaker on many panels and workshops.

President, NextReflex / E+M Advertising | amedico@emadv.com

Anthony Medico has experience in many different disciplines of direct marketing. His focus over the last 7 years has been the continued development of NextReflex; an interactive marketing company that applies direct response methodologies to a new and emerging interactive mediums. He is currently responsible for managing all facets of the business, including; developing online creative, building out technical applications, developing and implementing media strategies and new business development.

Prior to NextReflex, Anthony was an Account Executive at Hotsocket, Inc where he helped introduce traditional DRTV marketers to Hotsocket’s internet based direct marketing solutions. This included working with Time-Life Music and Telebrands, two large traditional direct marketing companies.

Anthony started his career with two newly launched TV cable networks, formally known as Speedvision and Outdoor Life. During this time he successfully started a West Coast division of the network’s direct response and paid programming departments, a division that he ran for over two years.

SVP, Media Director, E+M Advertising | lcapitelli@emadv.com

Lori-Ann has over 20 years of DRTV experience. Her strong media relationships and negotiating expertise combined with in-depth knowledge of the marketplace have consistently led to successful campaign clients.

Lori-Ann leads E+M buying group in planning, managing, cable, syndication, long form and various integrated marketing platforms. In addition to traditional DRTV buying, she is skilled in combing the strategies of general television buying with the principles of DRTV buying - bringing clients the benefits of an integrated media plan, enhancing delivery, customer acquisitions and lead generation.

Lori-Ann’ expertise spans across all categories: healthcare, entertainment, telecommunications, technology, travel, financials, as well as packaged goods.

Lori-Ann was one of the founding principles at TouchPoint Integrated Communication in 2005, where she was responsible for all Broadcast buying, planning and optimization. Prior to that, she was Media Director at McCann Relationship Marketing, where her experience led the MRMP buying group to being one of the industry leaders in the field.

SVP, Creative Director | jwyant@emadv.com

Marketing and fundraising producer, writer, director with extensive experience in television direct-response fund-raising and marketing. Strong track record of innovation, and introduction of products and services to mass markets though television. Over the years, he has produced over 400 national TV commercials, and producer of daily 90-minute live television show with immediate non-technical staff of 40 people and three (3) news bureaus. A few selected accomplishments:

•	Raised over $100 million in donations to non-profit organizations on television.
•	Produced the first telethon to raise over $36 million.
•	Produced two half-hour television pilots about diabetes:
	o	“The Diabetes Wellness Network” filmed at the Joslin Diabetes Center.
	o	“Diabetes Epidemic Alert: Are You at Risk?” produced in Miami Beach, hosted by former Miss America Nicole Johnson Baker and Wilford Brimley.
•	Raised $10 million in one week by creating new premium-level “1000 Club,” for CBN; stepped up donors from $15 per month to $1,000 per year ($83.33/mo). Result was 10,000 people donating $1,000 each over a five-day period.
•	Produced first documentary on the Russian invasion of Afghanistan: in a one-hour cablecast raised $500,000 in donations for Doctors Without Borders.
•	Produced two top Nielsen-rated syndicated TV specials of all time, including the highest-rated religious TV show ever, with guest stars ranging from Mother Theresa and General William Westmoreland to Michael J. Fox and Tony Danza. This show attracted over 20 million viewers and generated 250,000 pieces of incoming mail.

VP, Director of Finance | tfarrell@emadv.com

Tom Farrell has over 20 years of experience in the accounting and financial management arena in various private and semi-public sector industries including public accounting, not-for-profit, telecommunications and advertising.

Mr. Farrell oversees the agency’s Financial Reporting and Administrative functions, including Audit, Tax Filing and Compliance, and Personnel matters, the scope of which encompasses Payroll and Employee Benefits. He is supported by a team of 4 accounting professionals whose chief responsibility is to accurately and timely prepare financial reports and analysis and process billing of media and non-media affidavits in accordance with the contractual requirements of the agency’s clients.

Mr. Farrell earned dual Bachelor of Science degrees in Accounting and Business Finance from Mount Saint Mary’s University, Maryland.

VP, Business Development & Client Services | rkulka@emadv.com

Robert is one of the pioneers in Brand Response Media and the strategic use of Direct Response Broadcast with over 20 years of experience. He has worked at both Agency and Client organizations including:
• Young&Rubicam
• Wunderman Worldwide
• Time Life Inc.
• Arnold Worldwide/Havas

His strategic and tactical approach to marketing draws on both general advertising principles and response models. With a background in both general and direct response that ranges from:
• Package Goods (Lever Bros./Clorox/Kraft)
• Apparel (Levi Strauss)
• Entertainment (Universal Music/Time Life)
• Non-Profit Organizations
• Financial and Insurance
• The Travel Industry (Royal Caribbean)

He brings a wealth of knowledge to each opportunity.

VP, Business Development, NextReflex | ssmith@emadv.com

With more than 10 years of online direct response experience, Shannon has the detailed skill and knowledge needed to develop and grow direct response driven products and brands. He spent some time in the offline world co-founding and serving as President for luxury brands L’erba and Out East Life where he built the companies into national brands sold at retailers Neiman Marcus, Bloomingdales and Macys. Prior to L’erba, Shannon was Vice President of Stream of Commerce LLC where he worked with companies to help them develop online opportunities and to create new revenue streams.

He held the position of Director of Business Development at Cross Media Marketing, a $150 million direct marketing and services company. While at Cross Media he created and ran a division that developed successful lead generation and customer acquisition programs.

Shannon holds a BA in Economics from the State University of New York at Albany and a Master's in Economics from New York University.