Varick Media Management is an MDC Partners Company. VMM was founded in 2008 to deliver on the promise of audience-driven media – the idea of buying audiences, rather than pages. For decades, direct marketers have targeted mailings based on a deep data-driven understanding of audience segments.

VMM applies this same highly targeted approach to addressable digital mediums. VMM dynamically allocates media investments based on performance across various channels including standard display, video, mobile, social, & digital out-of-home.

History

VMM focuses on delivering and optimizing media with business outcomes in mind. The desired outcomes might include – individually or in combination – sales, engagement, brand lift, or simply reach and frequency against a specific target.

Through a combination of talent and expertise, proprietary analytics, innovative data visualization, and best-in-class partnerships VMM helps clients manage digital media investments, deliver business results, and ROI.

Darren HermanDarren Herman

Darren Herman is the co-founder of Varick Media Management (2008), Chief Digital Media Officer of kirshenbaum bond senecal + partners & the media kitchen, and Founder & President of kbs+p Ventures. Herman is responsible for delivering digital media strategies and tactics for all clients and an industry leading robust digital infrastructure.

Herman is known for bringing Wall Street like analytics to maximize client ROI while also having an eye for creativity. Before joining the media kitchen & kbs+p in 2007, Herman was a 5x entrepreneur having raised over $50MM in venture capital for his own ventures and had advised on over $100MM in capital raise.

Herman resides in Scarsdale, NY with his wife and two kids and can be found in the front row of Dave Matthews Band concerts in the summers and the Vermont ski slopes in the winters.

Barry LowenthalBarry Lowenthal

Barry Lowenthal is a boomerang. We call Barry a Boomerang because, like quite a few other kber’s, he’s returned to us. However, unlike an ordinary boomerang that returns in the same condition that it was sent, Barry returns to kbp with experience, knowledge and a new role: president of The Media Kitchen.

Over his 20+ year career Barry has worked in just about every category from, luxury goods and business consultancy to consumer electronics and beer. The clients on Barry’s roster include Miller Brewing, Delta, Snapple, BNY Mellon, Levi’s, Bvlgari Fragrances, Mohegan Sun, HotJobs, and Moet. Under Barry’s leadership The Media Kitchen has increased its staff, diversified and grew its client base and built an industry recognized digital media capability. Two years ago Varick Media Management, MDC’s agency trading desk, was incubated in TMK and has become an industry leader in its own right. Last year Barry oversaw the merger of Fletcher Martin in Atlanta into kbs+p, giving TMK it’s first office outside of NY and full-service buying capabilities.

Despite having an undergraduate degree from the University of Maryland and an MBA from Baruch College, Barry believes the best education in this business comes from staying close to consumers and keeping abreast of emerging technologies. To that end Barry likes to consider himself a media anthropologist and is obsessed with new ways to construct communications plans.

For information on Barry, please see his LinkedIn profile at: http://www.linkedin.com/pub/barry-lowenthal/3/645/8a2

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