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This Harry Webber inspired media platform springs from a children
book that was called "The Ultimate Bedtime Story by Amazon's Reviewers
an upscale guide to the best the great cities of the world had to offer. The elegant, full-color, hard bound guidebook was then distributed to 100 of the finest five star hotels around the world.
In the center of the book was a 30-page color insert of the fashion offerings of Batagglia Rodeo Drive, the most expensive men's store in the world. Or as the Harry Webber themeline suggests: "One Step Beyond The Best."
The theory of Market Segmentation as defined in Webber's book, "Divide and Conquer:
Targeting Your Customers Through Market Segmentation" (John Wiley & Sons, NY)
states clearly that the creative process must take into effect the "ecology" of the selected
media. The closer the message is to the editorial content of the media it runs in, the more
likely its chance for being noticed and read.
In 2007 Harry Webber founded Four Dolphins Press to publish a series of children's books
for his "Fantazzzmia: Where Dreams Come From" marketing and licensing platform. It has
been hailed by Amazon Reviewers as, "the ultimate bedtime story."
In the age of the Internet, media development has exploded from the traditional one-to-many
business model to the more egalitarian many-to-many business model. In keeping with that
trend and many times leading the way, Harry's work for the Coca-Cola stockholder-generated
"Cool American" campaign for Coke Classic was conceived to gain exposure through the news
media coverage of the campaign rather than traditional paid media outlets. As a result of being
featured in the New York Times, Wall Street Journal, Japanese Ad Age, Adrants.com and
hundreds of local publications around the world, the "Cool American" campaign became one
of the best known advertising campaigns to have never run.
In 2006 Harry Webber became a publisher with the launch of the online advertising journal, http://MadisonAveNew.com. Today, his MadisonAveNew publishing group hosts a network
of more than 30 blogs.
Harry Webber knows that creativity
doesn't end with the insertion order.
Sometimes the right medium for the
message does not yet even exist. When
his client Battaglia Rodeo Drive could
not find a vehicle to reach high net worth
individuals, Webber brought in Patty
Slesinger to create "The Gold Book,"