AlleyWatch the largest organization focused on NYC Tech, in partnership with Marketing Architects celebrates the work of these individuals that serve as a catalyst for nextgen commerce innovation within the NYC Tech ecosystem.

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Marketing Architects is an advertising agency with a 22-year history of helping companies reach major milestones. By investing our own capital into each TV campaign, we disrupt the high costs and low accountability of traditional agencies to move performance brands forward and company growth upward. Fast-growing brands such as Touch of Modern, Brandless, Coursera, and Simple Habit work with us to drive high-impact business results from TV.


Philip James

Penrose Hill

"Wine of the Month" is one of the oldest direct-to-consumer subscription businesses dating back to the 1970s. A lot has changed since then and Philip James, founder of and CEO of Penrose Hill, is one of the people driving the introduction of sophisticated technology and data-driven marketing through consumer preferences to the wine industry. In fact, Penrose Hill is James' third wine-tech startup, having previously founded Snooth, a comparison site for wine, and Lot18, a venture-backed flash sale destination for wine.
Penrose Hill's technology data-driven technology platform is used to provide granular level customer insight throughout the supply chain to retailers, vineyards, and distributors. By partnering with Penrose Hill, vineyards for the first time have the ability to target specific wines to target customers based on flavor profile, price, preferences, and a host of other factors. Vineyards can dispose of excess supply without diluting their own brand offerings through Penrose Hill's custom labeling options. Penrose Hill operates more as a wine incubation lab, led by seasoned winemakers, than a winery by using customer data and testing to drive production decisions that will be produced by its partners.
Penrose Hill also operates its own wine club, Firstleaf, which has served over 100,000 customers. Through this model, consumers win as they can get great wine that matches their personal preferences at a compelling price point. For example, the company developed a 96 point rated wine that retailed for less than $20 while other similarly rated wines rated sell for anywhere between $50 to $500. The wines offered by Firstleaf have won over 1000 awards and Penrose Hill is now one of the top largest 25 wineries in the US. The company is backed by prominent NYC investors that include Greycroft, Tribeca Venture Partners, and Loeb.nyc.
Wine traces back to 6000 BC but the work that James has done over the last 15 years is advancing the industry more than the previous 8000.

How to Use TV to Drive Your Acquisition

What do you do when TV should be accelerating your online business, but it’s barely taking you past the starting line? Find out how DTC brand Touch of Modern worked with Marketing Architects to drive growth across their business by utilizing the television channel.