Third Channel Communications LLC Announces New Proprietary Media Asset Allocation Decision Support Tool

June 14, 2005 -- Third Channel Communications, a mobile marketing advertising agency, announces the availability of its proprietary Media Asset Allocation Strategy (MAAS) decision support tool. MAAS is designed to assist large Fortune 500 brands and their advertising agencies in allocating their media budgets across the marketing mix.

Using the MAAS software tool to evaluate marketing mix ROI, clients can effectively justify the allocation of capital to emerging technologies including the mobile channel. Given that mobile marketing is the fastest growing marketing medium, clients must create mobile campaigns that integrate, leverage, and monetize their total marketing spend. The MAAS software tool accomplishes this objective by creating an efficient frontier managing media buy risk.

The global entertainment and media industry will reach $1.4 trillion by 2007, according to Pricewatershouse Coopers, spurring the growth rate of advertising and media buying, including emerging technologies.

“Clients entering the mobile channel require justification to allocate incremental budgets,” says Kevin O’Keefe, a venture capitalist serving as an advisor to Third Channel Communications. “Additionally, by aggregating media assets in a portfolio strategy, the correlation, risk and return can be quantified and used as a decision support tool by clients' senior management. This is a unique strategy for clients entering the mobile space."

Third Channel Communications realizes that while the mobile channel is intriguing to many stakeholders, business case analysis is critical to entering this new marketplace. “The mobile channel is not only exciting, it’s profitable. We help clients enter the mobile channel at the right time and in the right way to fully realize ROI,” says Beverly W. Macy, Partner and co-founder.

About Third Channel Communications
Hollywood-based Third Channel Communications is a category-first mobile marketing advertising agency that brings traditional advertising disciplines to the fast growing mobile marketing space. The company is a premiere provider of mobile marketing and communications solutions that extend the message beyond traditional channels directly into the hands of consumers.

A four-time CLIO winner, Terry Balagia started his career in New York at agencies including McCann Erickson, Campbell-Mithune-Esty and Grey Advertising. Prior to co-founding Third Channel Communications Terry was named senior VP of creative marketing for Fox Broadcasting Company in 2003. Mr. Balagia moved to Fox from D'Arcy, Masius, Benton & Bowles, where he was senior VP and executive creative director. While at D'Arcy, Balagia's tenure included campaigns for Activision, Sonicare, Chandron Winery and Blue Cross. His resume includes a stint at Saatchi & Saatchi Advertising, serving as creative director on the firm's Toyota of North America account. He also was executive creative director of Saatchi/Canada, handling the company’s nationwide offices.

Beverly W. Macy is a seasoned executive in both rapidly growing and mature companies. Prior to co-founding Third Channel Communications she Managing Partner of Y&M Partners LLC, a boutique investment bank and strategic advisory company in Beverly Hills, CA. Previously, she successfully positioned an emerging Internet technology company for merger with a leading global telecommunications company and also facilitated the acquisition of an entertainment company at the height of its growth. Macy spent 14 years at Xerox Corporation in global sales and marketing and began her career at Wang Laboratories in software development. She teaches Competitive Marketing and Strategy at UCLA.