Truth in Advertising

The RealMediaValue Company: About Our Staff

Our principals have an average 30 years experience in client/agency media with Fortune 100, publicly held companies in the U.S.. This experience enables RMVco to complement traditional financial audits with scrutiny of media performance. RealMediaValue is a second generation audit company taking media auditing to focus on the demands of Sarbanes-Oxley - which are much more extensive than those addressed in traditional media or financial audits.

Bill McCarron, President

• Bill's background includes both Agency and Client media management with extensive oversight of account planning,  financial management and media buying with experience on Verizon, Miller Brewing Company, Kraft and Procter & Gamble, worked directly with both Agency and Client CFOs and Audit committees, and interacted on Agency selection with Client procurement organizations.
• Bill holds an MBA in Marketing and Finance from Northwestern's Kellogg Graduate School of Management and has done post grad work in Management Information Systems.

Jay Schoenfeld, Managing Director

• Jay has overseen the media departments of McCann, Backer-Spielvogel and Bates Worldwide - overseeing planning, buying and agency stewardship of many of the largest brands in the U.S.
• Jay's experience cuts across categories from Coke to Miller to Campbell's Soup to Red Lobster.
• In addition, Jay has led the reviews for AOR consolidation at several of the largest clients in the U.S. and managed the organizational design and staffing at three of the major buying services.
• Jay has been handling audits in the U.S. for nine years and launched the first generation of this company with ValidPost in 1997.

Gil Farley, Managing Director

• Gil has extensive experience in both planning and buying. As a senior officer of both Bates USA and Cunningham & Walsh, Gil has managed media for numerous accounts including Procter & Gamble, Burger King and Miller Brewing Company.
• His experience as Director of National Television Buying at C&W and his involvement is some of the industry's largest client negotiations provides significant insight into RMVco television analyses.
• Gil co-founded the ValidPost auditing system and is a former member of the AAA Consumer Magazine and New Technology committees.

Pat Dorner, Director of Business Development

• Pat's experience includes leading media planning for accounts including Pfizer Pharmaceuticals, Audi, Miller Brewing Company, and Xerox.
• Pat's experience includes planning, sales, and agency systems development.