Making the Trades for 30 Years

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Filed Under: Active News

Earlier this week, we unveiled our 30th anniversary advertising and marketing campaign – We Made the Trade. Beyond merely commemorating this milestone, the campaign emphasizes what makes Active distinct in the marketplace – our trading model. Our goal is to set apart true corporate barter, the model that we use, from aggregation and discounting, which is neither sustainable nor scalable.

We worked with advertising agency SMA NYC in the development of the campaign, which will be seen initially in print and out-of-home placements, followed by digital.

Alan Elkin, Chairman and CEO, and Arthur Wagner, President, our co-founders, started the company in 1984 and are still a vital part of our day-to-day operations. Since our founding, it has been Active’s commitment to trade that has allowed us to deliver over $1.5 billion in economic value to our clients and place over a billion in media annually. Further, it’s this dedication that ensures we’ll be able to continue to offer our customers new options when it comes to retiring  trade credits and receiving value with every trade.


Jim Porçarelli
Jim is responsible for leading the company’s global strategic initiatives and he chairs the Executive Leadership Team. Jim brings 25 years strategic marketing and advertising experience to Active. Prior to joining the company in 2006, he was COO and Chief Client Officer at MediaCom (WPP) he was part of the core team that created MediaCom in the US and drove annual billings to $4.5 billion.

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