Originally formed in 2010, Midas was created at the request of clients who asked that WPP enter the trading arena. Midas works with clients and their media planning teams to complement current services, seamlessly deliver a media plan consistent with objectives, and be fully accountable for the total media product.
The Midas staff of industry leading executives is experienced in all facets of media and asset trade disciplines. Our team works collaboratively with clients and partners to develop customized trading programs that are held to WPP’s high standards of accountability and delivery.
In April of 2010, Kathy launched Midas Exchange, a WPP company; Midas is uniquely positioned to deliver the gold standard in corporate trade transactions. Leading a world class team of asset management and media experts, Kathy has extensive experience in delivering strategic, 360° integrated media trade platforms. "Midas’ greatest asset is its ability to deliver the media trade as part of the client’s overarching strategic marketing initiatives. Delivering trade successfully is a collaborative process where accountability and integrity is the rule."
A 20+ year media veteran, Kathy launched two successful media asset trade companies prior to joining WPP: Carat Trade, Aegis's global corporate trade solution, which she ran from 2000 – 2010, and Western Trading through its consolidation under IPG as Orion Trading in 2001, where Kathy led sales and marketing.
Prior to her corporate trade career, Kathy led advertising sales for various syndication companies, including Hearst, Bohbot and Saban Entertainment properties. She also helped execute some of the first international advertising co-production deals, including Bud Greenspan's Olympic documentary series and Canal Plus' Ushuaia series with NBC and BBD&O.
A busy hockey mom of three travel players, Kathy and her family live in New Canaan, CT. She is active in several charities and is a board member of SOS Children’s Villages. Kathy and Midas also contribute to AmeriCares, Red Cross, Smile Train, St. Jude Children's Research Hospital and The John Reisenbach Foundation.
Kathy lives by the simple tenet to work hard and be kind.
Tom Dempsey is a seasoned industry executive with over 25 years of experience in the advertising industry.
Tom joined Midas Exchange in April 2010, overseeing all media investments and evaluations. He is also responsible for agency marketplace analytics and trade relationships to gain superior insights and leverage with the ever-changing media landscape.
Prior to joining Midas Exchange, he was Director of Digital Investment at GroupM. In this role he worked closely with the GroupM agencies to establish digital buying initiatives that provided incremental value for their clients and publisher partners.
Tom had previously served several roles within the national television department as a Group Director at MEC working on a number of accounts including Citibank, Colgate-Palmolive, Energizer, Macy’s and Cadbury Schweppes.
Prior to joining MEC, he was Senior Vice President,Group Director at MediaVest, responsible for managing several national advertisers. Prior to joining TeleVest in 1994, Tom was a supervisor at GM Mediaworks in their national buying operation handling General Motors sports commitments. After graduating Rutgers University with a business degree in marketing, he began his media career at Lintas.
Tom currently resides in Massapequa, Long Island with his wife Loren and three teenage boys Ryan, Brenden and Aidan.
Christopher Mangan joined Midas Exchange in June 2010 as Senior Partner, Director of Asset Acquisitions. Chris handles the remarketing and resale of assets that Midas purchases from its clients. Chris ensures that all assets purchased, including inventories, capital equipment and real estate, are resold into client pre-approved channels that have no conflict with their normal distribution channels.
During his time at Midas, Chris has resold many types of inventories, including food, beverage, beauty, consumer electronics and many more. Chris has over 15 years prior experience in the corporate trade field, including roles as Senior New Business Director for ICON International and Merchandise Buyer at MRI International. Chris holds a Bachelors of Arts degree in International Language and Business from The University of Scranton. He lives in Connecticut with his wife and two children.
Neil Ascher joined Midas Exchange in July 2015 as Managing Partner, Director of Client Services. He is responsible for ensuring that all Midas Exchange clients (both within and outside of GroupM), receive outstanding support and flawless execution. Prior to joining Midas, Neil spent 15 years within Publicis Groupe at the ZenithOptimedia global media network, where as Managing Director, President Diversified, he oversaw core diversified businesses operated by the agency including ZO Active, Direct, Newcast, ZO Multicultural, and Sponsorship Intelligence. Prior to this role, he served as President of ZenithGPE, a dedicated media unit for General Mills and The Program Exchange, the unit’s barter syndication operation.
A New York advertising veteran, Neil has held leadership positions at Allscope Communications, and DMB&B/MediaVest. He has worked on some of the world’s most recognized brands, including Verizon, Ernst & Young, JPMorgan Chase, Mars, McDonald’s, Nissan and Burger King. Neil graduated from Hamilton College with a degree in Government and English. He and his wife have recently become empty-nesters in Westchester, NY, as both of their sons are away at college.
Having cut her teeth in corporate trade at Omnicom's ICON, Erin was tapped by Midas Exchange to help build and lead the growth of media trade across all sectors with a focus in national television. Erin's operational and media skills developed best in class processes to accurately value media as part of the broader corporate trade opportunity for clients on a seamless basis.
Erin played a critical role in building Midas's media resources, hiring and managing over 100 team members. With over 12 years of implementation experience, Erin's background touches on all catergories with a focus on fast casual, auto, tech, retail and CPG.
A graduate of Roger Williams Univeristy and an avid spin enthusiast, Erin spends much of her personal time down at the shore and traveling. She is also a volunteer for a number of initiatives with SOS Children's Villages, helping to bring awareness of this international organization to the US in its mission to provide a loving home for every child.
Sarah Gomez joined Midas Exchange in January 2015 as Managing Partner, Group Director. Sarah has oversight of media buying for over 25 clients and shares in the development and implementation of best practices for the organization as Midas continues its rapid expansion. A 20+ year New York advertising veteran, Sarah has vast experience in both media buying and sales.
She began her career at DMB&B (now MediaVest) working her way to VP, Associate Director before moving to Sales, where she was an Account Executive at Food Network. Further down the line, Sarah would also be a key sales executive at both Madison Road Entertainment and ION Television.
While Sarah has experience with nearly all consumer categories, she specializes in onboarding new business, having managed the Merck/Schering-Plough transition to Initiative Media as well as the Nestlé and 20th Century Fox accounts to Zenith, where she held the position of SVP, Executive Group Director.
Sarah graduated from Denison University with a degree in Communications. When her husband Luke isn’t running their restaurant, they enjoy life in the suburbs of New Jersey with their 4 year old daughter, a dog and two cats. They are still trying to find time for golf and travel.
Robert Balancia is our Director of Digital Investment for Midas Exchange and brings over fifteen years of digital experience. Robert is a creative thinker, strong negotiator, and is always interested in tying back investments to R.O.I.
Direct marketing is also a passion of Robert's, thus his focus on accountability. Some of the brands Robert has helped include: 3M, Smucker’s, Nestlé, Genentech, S.C. Johnson, Fisher Price, Pampers and Liberty Mutual.
Douglas Minetti joined Midas Exchange in November 2015 as Senior Partner, Group Director. He works directly with over 15 Midas clients across brands that touch numerous categories. Doug is in charge of ensuring best in class development of investment strategies, as well as negotiating and purchasing media schedules across multiple dayparts for his clients.
Prior to joining Midas, Doug spent 15 years buying National Video at some of the largest media companies in the world, gaining a diverse range of experience. Most recently he was the SVP, Group Director at Deutsch Advertising leading their National Video buying department. Prior to that, he spent over a decade at Mediacom working across a wide variety of clients, including major accounts Warner Brothers Studios and Audi/Volkswagen automotive.
In the beginning of his career, Doug worked at
ITN Media as a local media buyer before moving to sales for a telecommunications company. Doug enjoys spending time outdoors with his wife Brenda and their two kids, Isabella and Luke.
A seasoned veteran, Barbara has worked at leading media companies such as Mediacom, PHD and MEC, and has vast experience managing a wide range of accounts in the packaged goods, healthcare/pharmaceutical and entertainment industries. She has expertise with all media channels (TV, print, radio, OOH, digital, and DR) across diverse targets. Over the years, Barbara has built and maintained solid relationships with senior-level clients and agency partners through cross-functional collaboration. She has managed internal processes, developed media briefs and demonstrated thought leadership.
While working on Campbell’s Soup, Barbara acted as a primary agency resource for keeping the client marketing team up-to-date on the media marketplace, and was the corporate point person for many of the client’s financial reporting needs. She partnered with the client’s Consumer Insights team on interpreting complex marketing mix data results, and with the Integrated Marketing team on developing unique, multi-channel programs to boost brand relevance and consumer engagement.
At Midas, Barbara is responsible for managing all aspects of the Medifast and Namaste Accounts, among others. She interacts with the buyers and all of the agency partners to ensure that the plans are on-strategy, cohesive and within budget. Her expertise has helped Medifast manage their business more efficiently and improve brand awareness. Barbara maintains monthly budget recaps and trade tracking charts for all Midas clients, and pulls together competitive spending analyses, target audience profiles, and media usage crosstabs. She is also responsible for print negotiating for several Midas clients.
In 2012, Barbara was chosen as one of the min Sweet 16 honorees for integrated marketing, and in 2014, Barbara was part of the team that won an Effie for Medifast.