DiLeonardo, Siano, Caserta (DSC) was formally established in 2000, but its three principals have a long history of working – and playing – together. Joe DiLeonardo and Jerry Siano grew up together in South Philadelphia. Jerry and Joe Caserta met early in their advertising careers and worked together creating some of the most memorable campaigns for the country’s leading brands – including AT&T ("Reach out and touch someone"), Folger’s Coffee ("The best part of waking up"), the U.S. Army ("Be All You Can Be"), and Right Guard ("Anything less would be uncivilized").

Along with a group of some of the brightest people in the advertising business, Joe, Jerry and Joe have created a brand-building marketing agency with a level of blue-chip experience and a caliber of talent usually available only to multinational clients at major metropolitan agencies. In the past few years, DSC has created brand-building campaigns for Showboat Casino Hotel ("The Mardi Gras Casino"), CATCH ("CATCH People Care") and Camden County College ("You Can Make It Happen"), to name a few.

The relatively small size of DSC enables the agency to be fast, flexible and efficient in a way that large agencies cannot. Agency principals are directly involved with every client. There is no bureaucracy; no barriers to creating compelling campaigns.

At DSC, we believe in creativity for a purpose; and that purpose is to achieve results! Our ideas are fueled by strategy. Our strategies are powered by in-depth knowledge of our clients’ businesses – knowledge that comes from working closely with our client/partners, immersing ourselves in their business, and using market research to provide as much insight as possible.

We are passionate about what we do. We believe that great campaigns are the product of hard work, talent, guts, and more hard work. And we welcome the challenge.

Jerry Siano
Chairman CEO

Joseph DiLeonardo
Vice Chairman COO

Joseph Caserta
President CCO

Client List
Present

AR – Amplifier Research
Camden County College
PermaGrain Products
MPIF Metal Powder Industry Federation
The Folk Group M & A Consulting
CATCH – Behavioral Healthcare
AMP – Special Industries
JFK – Behavioral Healthcare
Johnson & Johnson – Personal Care New Products
Foundations – After School Educational Programs
Elegant Hardware
Alonzo and Assoc. Builders
Merion Mercy Academy
Montgomery Hospital
Foamex International

Client List
Past

AT&T Corporate, Long Distance and B to B
General Motors Corporation
U.S. Army
DuPont – Corian, SilverStone
DGM&S
Caesars Casino, Atlantic City
Chapel Steel
Amdahl
Bell Atlantic
And 1 Basketball Apparel
Gillette Personal Care
Proctor & Gamble
KitchenAid
De Beers
Partnership For A Drug Free America
American Olean
Showboat Casino Hotel, Atlantic City
Gwynedd-Mercy College
Sands Casino, Atlantic City

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Bios

Jerry J. Siano
Chairman, CEO

Jerry was the first person to rise from the creative ranks to become Chairman, CEO of Ayer Worldwide, one of the largest and most respected agency networks in the world. As he moved from art director to creative director and ultimately to chief executive, Jerry was instrumental in creating a number of campaigns that are considered advertising “classics”:

• "Reach Out and Touch Someone" (AT&T)
• "Be All You Can Be" (U.S. Army)
• "The Best Part of Waking Up" (Folger’s)
• "Catch The Fire Before The Flame" (1992 Olympics)

Jerry has also worked on campaigns for Right Guard, GE, Light ‘N Lively Ice Milk, Avon, Lip Quencher, Bayer and many others.

Born and raised in Philadelphia, Jerry commuted from his home in the Philadelphia suburbs
when he worked in Manhattan. After leaving AYER Worldwide, Jerry opened an art gallery in Philadelphia’s Olde City and was soon lured back into the advertising business when he joined his boyhood friend, Joe DiLeonardo, and former associate, Joe Caserta to form DSC Advertising.

At DSC, Jerry continues his hands-on involvement in crafting brand-building campaigns, including "The Force Behind the Field" for Amplifier Research; " Helping People That Need Your Help" for USClaims; "CATCH People Care" for CATCH, Inc; and " Foundations For a Brighter Future" for FOUNDATIONS, Inc.

Currently serving on the Board of Directors at Philadelphia’s University of the Arts, Jerry is a member of the Standards and Education Committees of the American Association of Advertising Agencies and the Creative Review Committee of the Partnership for a Drug Free America.

His numerous awards for advertising excellence include Best of Show at the CLEO Awards, the Cannes Film Festival Lion Award, and the Ellis Island Medal of Honor First Generation Business Achievement Award.

Joseph A. DiLeonardo
Vice Chairman, COO

Prior to forming DSC, Joe was the president of Graphic Consortium Marketing Communications, a company he founded in 1970. Throughout his career, he has been responsible for developing and implementing communications programs for a variety of diverse clients, including:

• Subaru of America
• Rouse & Company
• CATCH, Inc.
• The Mustard Seed
• Triumph Leasing
• Yale Materials Handling Corp.
• Masel, Inc.

While he is a proud of the long- term relationships he's had with clients, Joe is equally proud of the results he helped those clients achieve. A program he developed for Rouse & Company, for example, is credited with increasing occupancy in their Great Valley Project by 35%. His work for Subaru of America increased repeat sales after new car delivery, by more than 10%. The introduction of the new Narrow Isle product line for Yale Materials Handling Corp. was one of the most successful introductions in their history.

A native Philadelphian, Joe studied engineering at Drexel, but when he became disenchanted with that, his friend Jerry Siano suggested that Joe might have the right combination of talents
for a career in advertising. Jerry’s perceptions were right on the money. Joe’s business acumen and managerial skills, along with his sensitivity to the creative product, have resulted in a long, successful advertising career … and a long list of clients who believe that Joe's personal involvement in developing their advertising and marketing programs has made a major difference.

Joe has been an active member of the Philadelphia Chamber of Commerce throughout his career.

Joseph J. Caserta
President, CCO

After working at some of the country’s top advertising agencies – including Doyle Dane Bernbach, which was then the hottest creative agency – Joe moved from New York to Philadelphia early in his career for a challenge he couldn’t refuse: create a campaign to attract recruits to the new all-volunteer U.S. Army at the height of the Vietnam War. Working at AYER Worldwide with Jerry Siano, Joe was part or the creative team that created the "Be All You Can Be" campaign, which was credited with filling the ranks at this very critical time.

When AYER left Philadelphia for NYC, Joe chose to remain in his newly adopted city. He became a founding partner of Tyson & Partners, an agency that enjoyed tremendous success with a 50% annual growth rate. The agency (and its clients) grew so huge that it was ultimately acquired by Ketchum Communications. At the request of some of his long-time clients, Joe then formed a new agency, J. Caserta & Associates. That agency also grew and prospered, but when Joe was asked to join his friends Joe DiLeonardo and Jerry Siano in a new venture, he knew the time was right and the chemistry was perfect.

A firm believer in immersing himself in every aspect of a client’s business, Joe has helped shape the following brands:

• U.S. Army
• AT&T
• Bell Atlantic
• Butoni
• CertainTeed
• Chemlawn
• DuPont
• Melitta
• Newsweek
• Pizza Hut
• Showboat Casino Hotel

Joe has won more than 200 awards for advertising excellence in both New York and Philadelphia award shows; including a Gold One Show Award, an Effie (given for advertising effectiveness) and a CLEO.

Mark Ellis
Senior Copywriter

Mark is a strategic thinker with the ability to identify a client’s marketing obstacles and opportunities and turn that insight into powerful, persuasive communications. He has created broadcast, print, promotional videos and Internet advertising for regional and national clients ranging from financial organizations and fast food restaurants to theme parks and consumer electronics.

With more than 25 years as a writer and agency creative director, Mark loves the "electricity" and the excitement of advertising, and particularly enjoys the fact that he works on so many different kinds of businesses, there’s always something new to learn. He hopes to pass that enthusiasm onto the next generation. Mark has recently begun teaching advertising at Philadelphia’s University of the Arts.

Partial List of Clients

ALPO Pet Foods
Nabisco
AstraZeneca Pharmaceuticals
NutriSystem
American Diabetes Association
A. P. Orleans Co.
Avaya Communications
Pathmark Supermarkets
Bayer.
Peirce College
Campbell Soup Co.
Pfizer Animal Health Products
CertainTeed Corp.
Philadelphia Center City District
Claridge Casino Hotel
Playmobil
Commerce Bank
Roy Rogers Restaurants
Community College of Phila.
San Giorgio Pasta Co.
Dorney Park
Scott Paper Co.
Genuardi’s Supermarkets
Showboat Hotel & Casino
Herr’s Snack Foods
Strawbridge’s
Hershey Foods
Tasty Baking Co. (TastyKake)
Hersheypark
Turner Broadcasting
Jack & Jill Ice Cream
TWA
Kimberly-Clark
WorldGate
Lucent Technologies
BWampler Foods
McDonald’s
Wendy’s
Motorola

Frank G. Tolkacz
Senior V.P., Account Management

Frank is that rare account manager who moves easily between the creative and the marketing sides of advertising. With his degree in visual communications and strong writing & drawing skills, he is a welcome contributor to the creative process. Yet he is most valued for his talents in strategic planning, marketing communications, plan writing and project management.

With 15 years advertising agency experience in marketing and account management, Frank brings a mix of healthcare, business-to-business and consumer account experience to his work for DSC. He played a major role in developing the brand campaigns for Genuardi’s Family Markets and Zagara’s Specialty Grocery Stores; was the account manager on the launch of PECO’s deregulated energy company, Exelon Energy; and was instrumental in creating consultative direct marketing programs for the Merck Vaccine Division.

Frank is a past member of the Pharmaceutical Marketer’s Association, and a current member of the South Jersey Professional Communicators’ Club and the Philly Ad Club.

The brands to which he has contributed include:

• American Cyanamid
• Amplifier Research
• Camden County College
• Evelon Energy
• Genuardi’s Family Markets
• Johnson & Johnson Hospital Services
• McNeil Consumer Products
• Merck
• Schering-Plough
• Sovereign Bank
• Wyeth-Ayerst Laboratories

Tony Leone
Director of Traffic and Production

Tony has over thirty years experience in business-to-business advertising with a major emphasis in medical, medical products, and healthcare. The clients he has worked with include Smith Kline Beecham, Wyeth, Johnson & Johnson, Critikon, Merck & Company
and Synthes.

Tony served as Senior Vice President/Creative Director of Lewis, Gilman, & Kynett. While there, he participated in the creation of a new profit center specializing in the healthcare and pharmaceutical industry and within four years helped increase the business to 12.5 million dollars.

He has also served as Vice President/Creative Director for VICOM/FCB (a Foote, Cone and Belding Communications Company) in Philadelphia.

Tony now brings his vast knowledge of the creative and production process to DSC where he is responsible for print, broadcast, and interactive production needs.

Matt Mungan
Director of Interactive Services

Matt joined DSC in September of 2001 to head the agency’s new Department of Interactive Services. Matt is responsible for the agency’s web based and multimedia projects. His skills cover a broad range of disciplines including web design and development, traditional design, music, animation and video.

Matt is particularly interested developing with the program Flash, which allows him to draw from these varied areas of knowledge. The program was developed for the web, but is used to develop content for everything from television to cell phones.

Matt is a graduate of Temple University. He is also responsible for the construction of the DSC website.

Patricia Lail
Freelance Media Consultant

Focus: Creating and implementing media plans that effectively and efficiently reach the defined target audience. Providing stewardship and accountability for all media purchased.

Experience: 7 years

Brands: AR Worldwide, Camden County College, Foamex, Gwynedd-Mercy College, Metal Powder Industry Federation, Montgomery Hospital, PermaGrain Products, Inc., Sands Hotel & Casino, Showboat Casino-Hotel

Career Highlights:
In 1997, Patti began her advertising career at J. Caserta & Associates serving the media needs of Showboat Casino-Hotel as media planner/buyer. In this role, Patti was responsible for the research and development of broadcast and print media plans and budgets. Over the next 4 years, her role on this account expanded to include account service and production. Her projects included collateral, direct mail, outdoor and newspaper advertising.

In 2002, Patti utilized her gaming industry experience working on the Sands Hotel & Casino account as Media Director for DSC Advertising.

Dr. Richard Cohn
Cohn Research

DSC subcontracts to COHN RESEARCH for marketing and public opinion research and consulting services.

An intense curiosity and a lifelong desire to understand why people do the things they do led Richard to a career in market research. Working with both corporate clients and government agencies, Dr. Cohn’s areas of expertise include the design and evaluation of marketing communications programs, international research, market potential estimation, and product development research.

Dr. Cohn's 32 years of research experience includes positions in both commercial and academic research organizations. Before forming his own research company in 1996, Dr. Cohn was head of the Marketing Communications Research Group at Response Analysis Corporation; Director of International Research at DCI/Research International; and Director of Account Research at Gallup & Robinson.

Dr. Cohn’s research has guided the campaigns of such well-known advertisers as:

The Advertising Council
AT&T
Bristol-Myers Squibb
Compaq
Dun and Bradstreet
IBM
Intel
NASDAQ
Ocean Spray
Pfizer
U.S. Postal Service
Department of Defense
USA Today

Bruno Circolo
Art Director

Bruno is a conceptual art director who is highly skilled in all phases of computer graphics.
With 14 years of agency experience, Bruno offers a rare combination of strategic thinking, a keen sense of design, and a mastery of the latest computer graphics technologies. Bruno has contributed to the graphic identity of a wide array of brands, including:

• Amplifier Research
• Amp
• First Pennsylvania Bank
• Campbell’s Soup
• Johnson & Johnson
• Unisys

In addition to his work at DSC, Bruno teaches computer graphics at Philadelphia’s University of the Arts. He is also a fine artist known for his oil paintings.

Jan Gera
SUMMARY
I have been in the Media field for well over 20 Years. My agency background and the accounts I’ve worked on brings a retail and promotional flair to my skills. Now, my Consulting firm enables me to be Planner/Buyer/Client Liaison and Marketing Expert. My presentation skills are direct, persuasive, and follow-up for detail is my strongest suit. Media IS creative.

WORK HISTORY
1990-Present Gera Media Consulting
Portfolio Marketing Group – 46 area Malls including Willow Grove and Cherry Hill
DSC Advertising- Camden Tech Center, Sands Casino
Oxford Communications – Clemens Markets, Thomas Edison State College

Aramark – School Food Service – Trade Category
AkPharma - Beano/Prelief 35 Markets - Radio & Television
Zenger Miller - National Print - Trade & Consumer
KR Video - Inquirer News Tonight
McKinney Advertising - Hahnemann Univ. Hospital
Wolfinger Cerminaro - United Bank, Gwynedd Mercy College
Mottla Inc.- Ron Castille for Mayor
Chase Kettering – Sovereign Bank, Main Line Bank , Polaner All Fruit

1987-1990 Media Supervisor - Elkman Advertising
Wall to Wall Sound and Video - Regional Broadcast
Melnor Products - U.S. and Canadian Broadcast
Meier’s Wine - National Print & Spot Radio
WMMR - Phila. Tv & Outdoor

1986-1987 Media Planner/Buyer - Schaefer Advertising
Guest Quarters Hotels - National/Local Print & Broadcast
Security National Bank - Regional Print

1983-1986 Media Planner - Ketchum Communications
Bell Atlantic - Corporate National Print & Broadcast
Certainteed - National Spot Television
American Olean Tile - Trade Print
Four Seasons Hotels - National and Local Print
Resorts Casino - National TV and Radio

EDUCATION
1974-1978 B.A. Education - Wittenberg University, Springfield, Ohio

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Our approach to your needs begins with DSC’s Communications Strategy Plan. A simple, yet effective, work plan that enables us to zero-in on the key areas that help us define the best strategic approach to our client’s advertising needs. Through a series of seven questions that are answered by our clients, with our guidance and additional input, we partner with clients to develop the building blocks that create strategies that build a brand and affect change.

Seven steps to a powerful idea.

The following outlines the series of questions that we use to develop the Communications Strategy Plan:

1. Marketing Environment - what are the current market trends, share of market, share of voice, who is our competition and what factors affect our client’s business?
2. Marketing Objective - what needs to be accomplished and what behavior or attitude change is desired?
3. Target Audience - who is the communication directed to and what are their attitudes/perceptions, demographic and psycho-graphic profiles?
4. Key Fact - what is the major rational and/or emotional problem/obstacle the communication must overcome?
5. Promise - what is the most important rational and emotional benefit the communication promises the target audience?
6. Support - what are the reasons to believe that the communication can deliver the rational and emotional benefits?
7. Net Impression - what is the one lasting impression the communication should leave with the target consumer?

Once the Communications Strategy Plan is complete and agreed upon, all marketing and creative strategies are developed from this document. In essence, it becomes the blueprint for all marketing communications activity, and most importantly, the brand.

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