Our Services

Solutions and Services Uniquely Tailored to Every Client

  • Our

    Our Approach

    Launched in 2001, McCormack Media Services is a modern media, sales, and training consultancy committed to empowering your team to own the future.

    Our unique approach includes strategy, training, execution, and accountability and will be completely customized to the needs of your business.

    We are proud to offer holistic, hands-on training programs and expert consultation services in the following areas:

    • Omni-Channel Media Training
    • Professional Skills & Sales Training
    • Professional Speaking Engagements
    • Expert Witness & Legal Consultation
  • Omni-Channel
    Media Training


    Discover revenue and growth opportunities across all modern media platforms.

    Every session offers practical, hands-on training with a holistic approach to empower all levels of your organization: sales, marketing, talent, executives, programming, content creators, and finance.

    Expert training sessions include:

    • Digital
    • Social
    • SMS
    • Email Marketing
    • Audio
    • Programmatic Advertising
    • VOD
    • Print & OOH
    • Mobile
    • Search
    • Content Marketing
    • Video
    • Over-the-Top Platforms
    • Addressable Advertising
    • SVOD
  • Professional Skills
    & Sales Training


    Upgrade performance throughout your organization.

    Every interactive session utilizes modern training concepts and techniques with time dedicated to practical application of the skills.

    Custom sessions include:

    • Media Strategy & Buying
    • Revenue Modeling
    • "Building Your Personal Brand"
    • New Network Launches
    • Financial Forecasting
    • "Train the Trainer" Series
    • Modern Pre-Call Planning
    • Research & Analytics
    • "Modern Storytelling"
    • "Seminar Model Training"
    • Unmeasured by Nielsen Networks
    • Fundamentals & Media Basics
    • "Leadership Development" Series
    • "Challenger Sale" Method
  • Professional Speaking Engagements


    Bring your conference to the next level.

    Quality communication and professional speeches have the power to create a more impactful event that effectively reaches and motivates your audience.

    Speaking services include but are not limited to:

    • Keynote Addresses
    • Panel Moderation
    • Motivational Speeches
    • Corporate Events
  • Expert Witness
    & Legal Consultation


    McCormack Media Services provides Expert Witness services and/or consultation to law firms in the area of television media. We have provided expert witness services on the parts of labor, management, ad agencies, large broadcast companies, and small companies alike.

    Tracey McCormack's direct client relationship and legal consultation services include:

    • Assisting lawyers in case discovery and trial preparation
    • Formal, written, expert analysis and opinion
    • Expert Witness opinion preparation and coaching
    • Document requisition
    • Deposition analysis

    With over 20 years teaching experience at UCLA Extension, Tracey McCormack is distinctly qualified to serve as an expert witness. She is bound by non-disclosure agreements and maintains the highest standard of confidentiality.

    References are available upon request. Tracey McCormack's profile can be found on the following expert witness databases:

    • Thompson Reuters Expert Witness Services (trews.com)
    • Gerson Lehman Group, Inc. (glg.it)

Our Clients

Proudly Serving Industry Leaders & Innovators

  • NBCMore Info


    • The NBC Owned Stations Group is very proud of its successful and well known Sales Associate Program. The program is a competitive opportunity for young sellers from around the country to enter the Comcast/NBC Owned Stations organization as a salesperson.
    • After a rigorous selection process, the best candidates are sent to New York for an intensive training program to prepare and empower them for success as new sellers.
    • McCormack Media Services was the only outside training company hired for the SAP training sessions in 2014.


    • Multiple full days of Sales Fundamentals training was conducted. The training included three customized modules: Sales Basics, Consultative Sales Training, and Sales Fundamentals.


    • All of the trainees in the NBC Owned Stations SAP are thriving in their environments and new trainees continue to be inducted into each year’s SAP.
  • 20th Century FoxMore Info


    • 20th Century Fox’s theatrical division is a significant spender in all forms of media.
    • Executives from the company’s marketing division wanted customized media training to facilitate communication with their media partners and to gain insight into their partners’ decision-making process.


    • McCormack Media Services provided customized executive level media training.
    • The training focused on television: inventory management, the effects of market conditions on pricing, and strategic tactics to improve box office results.


    • Our clients at 20th Century Fox walked away with an improved ability to advise agency partners and report to studio management with a greater sense of confidence in answering the questions posed to them.
    • They felt a greater, and much needed, sense of confidence in the questions posed to agencies and the ability to report to studio management.

    “Tracey McCormack is that ‘go-to’ expert you turn to when you’re dealing in the world of media. She’s personable, reliable and knows how to counsel or consult from one-on-one sessions to group presentations. Tracey’s a confidante I’ve known for many years and she’s the one I recommend to my peers.”

    Rick Ramirez

  • HuluMore Info


    • Hulu had an arsenal of sophisticated and experienced digital media salespeople; however, their ad budget for television dwarfed their ad budget for digital media.
    • The Hulu sales team needed to learn the network television sales process, language, and selling cycle in order to grow their business.


    • McCormack Media Services brought in television sales and strategy experts to handle the training.
    • We conducted several days of training in Network Television Sales, Network Television Fundamentals and Network Television Inventory Management.
    • Our goal was to make the Hulu digital salespeople as well-versed in the traditional television sales process as they were in the digital sales process.


    • Today, Hulu regularly participates in both the network television Upfronts and the video Newfronts and has had continued growth in ad revenue each year.
    • Even when television markets have been soft, Hulu has continued its trend of increased sales, revenue, and profits.
  • NASCARMore Info


    • NASCAR is the most famous name in auto racing.
    • The company’s marketing executives realized that the world around them was changing as fast as one of their races and that they needed multi-platform media training in order to keep up with contemporary trends.
    • Increased knowledge of new media platforms would improve their ability to consult, service, and advise their advertising and sponsorship partners.


    • McCormack Media Services conducted live, hands-on training customized for the different skill levels of the account management and executive teams.
    • Three of our experts spent several days conducting television, digital, mobile, and social training for the marketing team.


    • The teams completed the training energized with new sponsorship ideas for their partners.
    • Some of the ideas that sparked the most interest for the trainees were new areas of technology such as beacons, geo-targeting and Vine videos.
    • The training was so well received that NASCAR brought McCormack Media Services to company headquarters to train its New York and Charlotte marketing teams in advanced, multi-platform models of social, mobile and personal brand-building.

    “Tracey and her team were very helpful in providing insights and training to my team. Her expertise in this area is like no other and we look forward to working with her more regularly.”

    Norris Scott

    Vice President, Partnership Marketing NASCAR

  • CAAMore Info


    • CAA, one of the world’s largest and most prestigious talent agencies, has a growing media and branded entertainment division. Their clients include a long roster of the most profitable and influential global brands.
    • CAA had a very particular, complex, and confidential media assignment from one of their top media clients.The client was presented with a major marketing partnership opportunity, but needed significant consultation to make it successful.


    • McCormack Media Services was hired to consult, advise, and evaluate this large multi-platform marketing opportunity.


    • After the consultation was complete, CAA and their client entered into this marketing partnership which was a monumental success.

    "Tracey, and McCormack Media Services, was the right solution for a very unique media assignment. Her expertise and creative thinking were invaluable to delivering very helpful consulting services. Her rigor, candor and personality delivered just the result we were looking for."

    Matt Rotondo

    Agent - CAA

  • ZenithOptimediaMore Info


    • ZenithOptimedia is one of the largest and most well-respected media buying and strategy agencies in the world.
    • Company leadership wanted to upgrade the skill level of their “rising star” mid-level supervisors and managers, providing training on how best to represent ZenithOptimedia for those staffers who interact with clients and handle new business presentations.


    • McCormack Media Services created a customized “Modern Storytelling Skills” training for twenty ZenithOptimedia supervisors and media directors.
    • The first step consisted of classroom-style training with show-and-tell sessions.
    • The next several days were devoted to one-on-one storytelling skills training conducted by Tracey McCormack. Each trainee then received personalized feedback.


    • The training session was revered by several of the trainees as the best training they’ve ever received.
    • ZenithOptimedia went on to hire McCormack Media Services for a six-city tour of “Modern Storytelling Skills” for their other offices and executives.

    “Over the last year, my team has worked with Tracey to address and refine our presentation skills training. Her knowledge of the industry and the demands under which our teams operate has been vital to the success of the implementation. It has been a true pleasure partnering with Tracey and we look forward to our continued success with her team.”

    Brian Vaught

    Vice President, Training, CSR and Inclusion

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Our Experts

World Class Expertise to Transform Your Media Business

  • Tracey McCormack
    Founder & President

    Tracey McCormack - Founder & President

    Tracey McCormack has been in the business of television ad sales for twenty-five years. With experience in both buying and selling for local stations, national cable, Hispanic TV and start-up networks, she has seen the world of television from many vantage points.

    In addition, Ms. McCormack has been an Adjunct Professor at UCLA Extension for twenty-three years and has successfully trained thousands of today’s media professionals and received UCLA’s coveted Distinguished Instructor Award in 2014.

    Tracey grew up in the business of sales training. Her parents and siblings operate a hugely successful sales training company that has been in business for over fifty years. Its parent company, Dave Yoho Associates, has proudly created, developed, tested and proven many of the sales techniques that the McCormack Media Services team use today.

    Tracey's Areas of Expertise:

    • Television Ad Sales
    • Start-Up Networks
    • Native Advertising
    • Technology for TV
    • Social TV
    • Consultative Sales Training
    • New Business Sales Training
    • Modern Storytelling Skills
    • Television Fundamentals
    • Local Station Management
    • Unrated by Nielsen Networks
    • Sponsorship Sales
    • Hispanic TV
    • Sales Training
    • "The Challenger Sale" Method
    • "Personal Brand Building"
  • Bill Carmody
    Digital Media, Mobile Media, Search Specialist

    Bill Carmody - Digital Media, Mobile Media, Search Specialist

    Bill Carmody is the CEO and Founder of Trepoint, a digital consulting, technology and marketing services company. For more than twenty years, Bill has focused on integrating social, mobile, online, sponsorship, live events, and traditional disciplines.

    Bill’s esteemed client list includes: AOL, AT&T, Citibank, Exxon, Hewlett Packard, Microsoft, M&M Mars, and Samsung.

    Bill has also been a leader in the promotions industry assisting clients in digital promotions, contests, sweepstakes and gaming.

    Mr. Carmody is the published author of the highly acclaimed books Online Promotions and The ROI of Social and is a regular contributor to The Wall Street Journal, Ad Age and INC Magazine.

    Bill's Areas of Expertise:

    • Online Publishing and Strategy
    • SEO and SEM Strategy
    • Content Marketing
    • Social Media Marketing
    • Database and Email Marketing
    • Sweepstakes Implementation
    • Digital Media Data Analytics and Tools
    • Omni-Channel Marketing
    • Mobile Strategy
    • SMS and Geo-Targeting
    • Digital Content Creation
    • Social Media Analytics Tools
    • Influencer Marketing
    • Digital Promotions
    • Gaming Strategy
    • "Personal Brand Building"
  • Stefan Lubinski
    Social Media Specialist

    Stefan Lubinski - Social Media Specialist

    Stefan Lubinski has a diverse background in executive sales consulting and training in a wide variety of industries, ranging from high tech to media.

    Social media and marketing are part of Stefan’s DNA. An avid user and evangelist of all things social for business success, he possesses hands-on experience used to train professionals at every level.

    Mr. Lubinski is a former radio host and producer of The Austin iLab radio show on AM 1370 in Austin, Texas. He is currently the producer and host of The Growth Factor series of podcasts for entrepreneurs.

    Stefan's Areas of Expertise:

    • Social Media Marketing
    • Social Selling
    • Content Marketing
    • Influencer Marketing
    • Podcasts
    • Technology for TV
    • Interactive TV
    • Social Media Measurement
    • Content Creation for Social
    • Social Media Training for Talent
    • Seminar Model Training
    • Start-Up Consultation
    • Social TV
    • Sales Training
  • Liza Horan
    Content Marketing Specialist

    Liza Horan - Content Marketing Specialist

    Liza Horan is a Principal at Media Moxie, LLC, a New York-based digital media consultancy.

    For more than twenty years, Liza has created compelling content strategies that attract, engage and retain audiences. As a former print journalist and editor who turned to digital media in 1995, Liza knows how to create authentic content and the systems that enable people to consume and share that content across websites, social media, mobile and email.

    Liza’s approach to content marketing is developing a measurable strategy based on business goals and available data. Liza understands that today’s consumers are everywhere and she trains clients on omni-channel content marketing that mirrors a customer’s personal journey to purchase.

    Ms. Horan’s current clients and former employers include: ESPN, The New York Times, Reuters, Gatorade, American Express, and Lincoln-Mercury.

    Liza's Areas of Expertise:

    • Digital Media Strategy
    • Content Strategy
    • Omni-Channel Marketing
    • Social Content Marketing
    • Mobile Media Strategy
    • Content Marketing
    • Content Creation
    • Print Strategy
  • Mitch Oscar
    Advanced TV Specialist

    Mitch Oscar - Advanced TV Specialist

    Mitch Oscar is the founder of HocusFocus, a media and marketing thought leadership consultancy, which specializes in analyzing and developing television advertising models.

    Since the company’s inception in 1993, Mitch has been advising and counseling a myriad of clients, agencies and networks, including: AT&T, Bloomberg Business, Cablevision, CNN, Cox Communications, Comcast, Discovery Networks, ESPN, Fox Cable, MusicChoice, Nielsen Media Research, and many others, on the new and emerging technologies affecting the traditional television advertising model.

    Mitch is the foremost U.S. authority on all advanced TV platforms and technology-based applications. Mitch assists clients in understanding new applications and locating, monetizing and evaluating the revenue opportunities of each.

    Mr. Oscar’s book, Trials & Defibrillations: Interactive Television in the U.S., published in 2008, was one of the first books to offer a comprehensive analysis of interactive televison.

    Mitch's Areas of Expertise:

    • Research and Analysis of TV Platforms
    • Local Television Advertising and Operations
    • Cable Advertising and Operations
    • Programmatic TV
    • Over-the-Top Platforms
    • Interactive TV
    • Nielsen Expertise
    • Network Television Advertising and Operations
    • Multi-Cultural Marketing
    • Addressable Advertising
    • Social TV
    • Technology for TV
  • Emily Riley
    Digital Display, Video and Programmatic Specialist

    Emily Riley - Digital Display, Video and Programmatic Specialist

    Emily Riley is a digital marketing industry veteran with deep research, analysis, marketing, and product experience.

    Most recently, Emily held executive marketing and product roles as COO of Ghostery, Inc. and Audience Science. In each position, she helped these companies to successfully reposition their products and develop go-to-market strategies.

    Emily also served as VP of Research at Forrester Research where she had oversight of digital marketing for Martha Stewart Living Omnimedia.

    Ms. Riley advises McCormack Media Services’ clients on digital display, digital video, programmatic strategy and sales.

    Emily's Areas of Expertise:

    • Digital Media Research
    • Platform AnalysisDigital Product Strategy
    • Programmatic Sale
    • Digital Product Strategy
    • Data Analysis
    • Programmatic Strategy
    • Digital Product Marketing
    • Digital Content Strategy
  • Tina Weinsoff
    Print and Out of Home Specialist

    Tina Weinsoff - Print and Out of Home Specialist

    Although Tina Weinsoff’s knowledge extends across all media types, she has particular expertise in the areas of print and out-of-home. For most of her career, she has been the point person overseeing print and OOH planning and buying efforts.

    Print and OOH still have a big place in this world – billboards, wallscapes, transit, cinema, airport, mall and experiential – and are more important than ever as part of an omni-channel strategy in which consumers can see an OOH ad and instantly make a purchase or further their journey from a mobile device.

    Ms. Weinsoff has worked for major agencies in L.A. and San Francisco and has advised major clients including: Honda, Amazon, Macy’s and several e-commerce brands and platforms.

    Tina's Areas of Expertise:

    • Traditional Print Strategy and Buying
    • Billboards
    • Cinema
    • Mall
    • Out-of-Home Strategy and Buying
    • Transit
    • Airport
    • Experiential
  • Debra Smallman
    Digital Media Strategy and Buying Specialist

    Debra Smallman - Digital Media Strategy and Buying Specialist

    Debra Smallman is the founder of Kaberg Consulting, which she launched more than twenty years ago.

    Debra's expertise includes the development and implementation of detailed digital campaigns and marketing strategies. She has vast experience in planning, placing and negotiating online media buys and digital video campaigns.

    Debra has consulted directly with clients and, in addition, has held positions and provided consultation services to major traditional and digital media agencies in New York and Los Angeles.

    Ms. Smallman's account roster includes: Farmer's Insurance, Nature Made Vitamins, New Zealand Tourism, Toys "R" Us, Warner Brothers, Sony, Nissan, Infinity, Honda and Acura.

    Debra's Areas of Expertise:

    • Digital Media Strategy
    • Digital Media Buying
    • Digital Video
    • Display Advertising
    • Mobile Media
    • Programmatic
    • Paid Search
    • Paid Social
  • Bill Parish
    Ad Sales Strategy Specialist

    Bill Parish - Ad Sales Strategy Specialist

    Bill Parish is a television ad sales pricing, planning and inventory management expert. He has a deep knowledge of finance, research, and operations focusing on revenue maximization through better pricing and inventory management.

    Bill began his career in the television business as a page at NBC and rose through the ranks of ad sales finance and planning to become the youngest executive on the NBC Network Sales Management Team. He left NBC to join Lifetime Television in its first years and later joined A&E Networks. Mr. Parish built, staffed, and managed sales, sales planning, traffic and operations for network groups such as Viacom, Turner Broadcasting, USA Cable Network, NUVOtv, Gemstar-TV Guide and NBC.

    Bill's Areas of Expertise:

    • Television Revenue Modeling
    • Television Finance
    • Television Operations
    • Traffic, Engineering and Master Control Operations
    • Ad Sales Management
    • New Network Launches
    • Forecasting and Projections
    • Television Pricing, Planning and Capacity
    • Research
    • Nielsen Negotiations
    • Team Re-Structuring and Organization
    • Unrated by Nielsen Networks
  • Diane Librizzi
    Branded Entertainment Specialist

    Diane Librizzi - Branded Entertainment Specialist

    Diane Librizzi is the founder of La Loca Entertainment Inc., a content development company that has been in operation since 1999.

    Diane has a wealth of television programming and marketing experience from her work as a development executive and at major New York ad agencies. La Loca was on the forefront of Hispanic marketing and created some of the first U.S.-based programs for Latino audiences.

    Her insights into the relationship between brands and content became a conduit to a new form of brand messaging. Diane devised seamless and organic inclusion of brands into shows for key Fortune 500 clients including Nissan, Showtime, Wal*Mart, Verizon and Victoria's Secret.

    Ms. Librizzi is most proud of the brand integration projects she's executed on behalf of Verizon Wireless for the NFL and the World Cup.

    Diane's Areas of Expertise:

    • Content Creation: Long Form and Short Form
    • Program Development
    • Hispanic Multi-Media Content Creation
    • Program Negotiations
    • Strategy and Sales
    • Show Running
    • Native Advertising
    • Casting
    • Unscripted Content
    • Program Sponsorship
  • Tara Aviel
    Local Media Strategy and Buying Specialist

    Tara Aviel - Local Media Strategy and Buying Specialist

    Tara Aviel is President of Access Media Services, which specializes in the strategic placement of cable advertising. She also handles planning and buying for numerous accounts and advertising categories across on broadcast television and radio.

    Ms. Aviel’s’s career spans more than twenty years of media buying, strategy, account work and team supervision for political clients and others such as Jack in the Box, Red Bull, Pennzoil, Mercedes Benz dealers, Adidas, Dish Network and New Line Cinema.

    Tara's Areas of Expertise:

    • Account Management
    • Local Broadcast Buying
    • Cable and Satellite Strategy
    • Political Advertising
    • Terrestrial Radio Buying
    • Local Broadcast Strategy
    • Addressable TV
    • Cable and Satellite Buying
    • Radio Strategy
    • Streaming Audio Buying

Contact Us


  • Brian Philo

    Manager - Business Development

    Fox Sports West

  • Kate Barefoot

    Account Manager


  • Michael Schwimmer

    Chief Executive Officer


"During the 25 years of my professional career, I have worked with the best and the brightest in the world, in all areas of business. Tracey McCormack falls into that very elite group."

Harold Lueken

CEO of Starlite Media

"Tracey and her team were very helpful in providing insights and training to my team. Her expertise in this area is like no other and we look forward to working with her more regularly."

Norris Scott

VP of Partnership Marketing, NASCAR