Silver Apple: Honoree Spotlight

Now Announcing our 2018 Silver Apple Honoree

Winterberry Group

By Ginger Conlon

Every January the ballroom at the Yale Club in New York fills to capacity with DMCNY members and guests. The reason? Winterberry Group Senior Managing Partner Bruce Biegel delivers the consultancy’s annual marketing spending outlook. It’s the most highly anticipated event of the year. Marketers get a review of the previous year’s spending and a preview into Winterberry Group’s predictions for the following year—along with an in-depth look at the trends influencing the market.

The comprehensive report is just one example of the work that Winterberry Group does to support the marketing industry. The boutique consultancy, which is affiliated with investment banking firm Petsky Prunier, also partners with the Data & Marketing Association (DMA) and Interactive Advertising Bureau (IAB) on in-depth reports covering marketing and advertising trends and technologies. Winterberry Group’s staff contributes individually, as well, volunteering their time and expertise as they serve on industry boards and committees, participate as awards judges, and deliver keynotes or speak on panels.

In a conversation with MKTGinsight for DMCNY, Bruce shared some insight into what makes Winterberry Group unique and why serving the industry is so important.

What makes Winterberry Group stand out?

We have a unique perspective on the market that comes from working for a mix of media companies, information and data providers, and brands, as well as doing research and strategy work. That’s a slightly different combination than most strategic consultancies have.

And, of course, our people. We have a blend of experts who have come up through consulting and practitioners who have worked across multiple major accounts, which gives us a strong experience base for a relatively small company.

In what ways do you support the marketing industry?

We sit on boards and councils, judge awards, conduct research, and the like.

I’ve served on the DMA board and a variety of councils, participated on ICOM’s jury and as a CODiE Awards judge, and speak at DMCNY’s Annual Marketing Outlook event. [Director] Sam Braverman is on the DMCNY’s board. [Managing Director] Jonathan Margulies works with IAB’s Data Council.

We release volumes of market research to help inform and educate the market. We partner on research with DMA and IAB. We look at trends as they’re emerging and help to simplify and explain them for the market. Explaining what has become increasingly complex is a real service to the market; for example, we’ve written a report on identity resolution and we’re doing one on customer data platforms.

One of Winterberry’s most anticipated research reports is your yearly outlook on marketing spending. What was the impetus for creating it?

Marketers wanted a perspective on what was going to happen across spend and trend. Initially, it covered the direct marketing sector and the research we were doing around direct mail. As digital channels emerged, we started to capture those and put those into perspective. When we started doing this 12 years ago, there were a lot of companies still rooted in direct that knew they needed to transform. This helped people align their thinking from the beginning of the year forward.

What’s a stat that you get the most feedback on?

Our data numbers on the size and shape of the data market, because data-driven marketing has become so critical. We’re modeling and serving the data industry and trying to break it out into its components. There aren’t really other numbers on the data industry serving marketers; whereas, in digital and above-the-line traditional media there are lots of numbers.

What’s a favorite customer story?

One is when we do our strategy work and the client executes on the strategic roadmap we build, and then [a few years later] tells us they’ve sold their firm for many millions more than they expected because of the work we’ve done with them.

Another favorite is when large enterprise clients who were wary of working with a small firm tell us that we’ve exceeded their expectations—because our goal is to constantly and consistently exceed expectations.

What’s one thing that’s surprising about Winterberry Group?

As hard as we work, we have a significant amount of fun, especially with our annual wine tasting trips, which are our company offsites. We’ve done Oregon, Spain, and Argentina in the past three years. Everybody eats and drinks together and we laugh a lot—it’s a lot of bonding and team building.  We all travel a great deal, so it’s only a handful of times throughout the year that we’re all together, and this gives us a concentrated three or four days to get to know each other.

The most important thing is, as we continue to work across the market, we’ve been steadily growing for the past seven years and we’re still a small team, so it means a lot of extra work. I’m very proud of the people who work at Winterberry. As a result of their efforts, this will be our best year ever.

 Join us as we honor Winterberry Group and all the 2018 Silver Apples Honorees on Thursday, November 8. Register here.

Recognize Winterberry Group, 2018 Silver Apple Honoree Corporate, with our new featured program page “Salute the Honorees!” Your congratulatory quote will be added to the event program for Winterberry Group to have as a keepsake from the evening. Your quote will be featured in up to 50 words followed by your name and company.


Silver Apple Press Release

DMCNY Announces Silver Apple Honorees for 2018;
Introduces ‘Apples of Excellence’ for ‘Advocacy’ & ‘Disruptor’

Direct, digital & data marketing leaders and influencers to be feted at 34 th annual awards gala: on Thursday evening, November 8, 2018, at New York’s Edison Ballroom, Times Square

NEW YORK, August 13, 2018 – Career performance honors in the direct, data and digital field take center stage as the Direct Marketing Club of New York (DMCNY, announces this year’s winners of the DMCNY “Silver Apples.” This year’s awards include five Silver Apples honorees for 25 or more years of leadership in the field, and – for the first time — two new “Apples of Excellence” honors – one each for advocacy and disruption in the field.

This year’s Silver Apples Gala will be held in Manhattan’s Edison Ballroom, at 240 West 47th Street near Times Square in New York City on Thursday, November 8, 2018, from 6:00 to 10:00 p.m. ET. Registration is available here. The event is the organization’s leading fundraiser, with monies raised going toward scholarships for marketing students at local colleges and universities.

The Silver Apple 2018 honorees include (corporate or LinkedIn profiles indicated):
Anita Absey, Chief Revenue Officer, Voxy (New York, NY)
Matt Blumberg, Co-Founder & Chief Executive Officer, Return Path, Inc. (New York, NY)
Pam Haas, Account Director, Experian Marketing Services (Providence, RI)
Keira Krausz, Executive Vice President & Chief Marketing Officer, Nutrisystem, Inc. (Fort Washington, PA)
Tim Suther, Senior Vice President and General Manager, Data Solutions, Change Healthcare (Lombard, IL)
 Corporate: Winterberry Group (New York, NY)

The inaugural Apples of Excellence 2018 honorees include:
 Advocacy: Stu Ingis, Chairman, Venable LLP (Washington, DC)
 Disruptor: Bonin Bough, Founder & Chief Growth Officer, Bonin Ventures (New York, NY)

“Tomorrow’s marketing leaders take inspiration for their own success from these celebrated leaders today, said DMCNY President Paulette Oliva, executive vice president, database marketing/audience targeting, and founding partner of MeritDirect. & Each Silver Apple recipient has achieved remarkable business success in his or her respective career, but also has given back through industry and community service. Our new Apples for Excellence call out the importance of two vital areas of our business – advocacy and disruption – to help ensure a solid present and future for our field. Collectively, these honorees are a reason to come together and celebrate as we do”

The 2018 Silver Apple and Apple of Excellence recipients were chosen by an Awards Selection Committee of past club presidents and industry leaders led by Joe Furgiuele, vice president, MeritDirect | FCI Analytics and Reporting. Since 1985, a total of 243 individuals and 22 companies have received DMCNY Silver Apples honors, including this year’s five individuals and one corporation.
In addition, 2018 marks the first two Apples of Excellence awarded by DMCNY. Ticket sales are underway and space will be limited to 30 tables. For pricing and availability contact Carolyn Lagermasini at, 646.741.4771. Sponsorship packages also are available for this event and may be arranged through Carolyn as well.