A Message from Bill Sullivan...

I started media buying in the early 80s at Vitt Media, a large buying service, where I bought New York radio for the Macy's Department Stores. This is where I learned how to negotiate remnant radio at the lowest cost per thousand. After leaving Vitt Media, I worked for 1010 WINS in New York where I called on large buying services and direct response clients. I quickly became the salesperson to sell remnant inventory. I stayed with 1010 WINS for seven years until I left to open my own direct response ad agency, concentrating primarily on creating and buying direct response spot radio. My successes in categories from anti-aging products to nutritional supplements to weight loss to hair restoration companies and more have led to my present successful business model of remnant and personal endorsement spot radio. I am honored to serve currently as the Chairman of the Radio Council for The Electronic Retailing Association.

Today, William Sullivan Advertising works with clients to create tailored, fully integrated campaigns using proven techniques. We believe that maintaining a consistent identity is important to establishing trust with consumers as well as building company identification and loyalty. The success of direct response advertising depends on two things—results and creative vision—both of which I am confident we can deliver.

Our years of experience provide direction and cut out the guesswork. My team of creative directors, art directors, and copywriters researches and analyzes your company's needs, working with you to pinpoint your specific goals, custom design your promotions, and make your campaign come to life using our proven creative and placement techniques.

Our media experience is extensive and direct. Our expertise in using proven media will help you refine your media selection up front, avoiding costly mistakes. With our contacts throughout the country, we believe we are able to offer our clients some of the lowest rates available for placement in radio, print, television, and much more.

We are responsive to your needs, communicating with our media and service partners via phone, fax, e-mail, and mail, assuring that your account will be handled in the most professional, efficient ways possible. The ultimate goal of William Sullivan Advertising is to serve the needs of our clients and their customers, and we have the capacity to move quickly if immediate changes need to be made to capitalize on the trends from your successful campaign.

Making it easy for you to maximize your return on investment is our top priority at William Sullivan Advertising. I look forward to having the opportunity to help you build your business.

Bill Sullivan,
President

Read articles about and by William Sullivan, Chairman of the Radio Council for the Electronic Retailing Association.

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