WinMark Concepts
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Strategic partner and trusted advisor. Guiding clients through all aspects of LGBTQ marketing
01/17/2025
As businesses and consumers confront critical issues like racial and ethnic injustices, homophobia, and xenophobia, forward-thinking organizations recognize that diversity and inclusion are essential for building meaningful connections and forging new alliances.
With 30 years of experience, we’ve guided clients through challenges and opportunities, helping them achieve profitable success. Whether in times of hardship or growth, our tailored strategies are designed to deliver measurable impact.
At WinMark Concepts, we believe in the transformative power of vision and innovation. Our journey began with a bold idea to redefine how LGBTQ+ communities were engaged through marketing. Andrew Isen, our founder and president, shares the story that started it all:
"I got started as a 31-year-old somewhat closeted gay man. There were mailing lists. There was one mailing list at the time, and that was for HIV/AIDS-related fundraising. And I said, well, there's other people who are 31, who are just like me.
So I had an idea, which ultimately became Direct Male, M-A-L-E, which was in those days a card pack of advertisements for products and services, both mainstream and gay-specific, to target gay men.
I said I would deliver 50,000 gay men that were on anybody else's mailing lists. Well, that was a crapshoot because I didn't know how to do that. I sort of knew how to do it, but there wasn't a way to do it. I went to advertisers, and I said, well, I've got 50,000 gay men with high disposable household income that you've never reached before.
I went to mailing list companies, and I would say, okay, give me Architectural Digest. And I knew every sort of gayborhood in those days. Again, there were really strong gayborhoods. The community had not gentrified yet. For instance, the Castro in San Francisco and in New York, the village.
So I would say, give me all male subscribers to Architectural Digest, and I would list 30 zip codes. Then I would say omit business and home addresses. I reached gay men who were never reached before by mainstream advertisers.
I ultimately built a mailing list up to 75,000 people who opted in. Now, this was strictly gay male. It was featured in The New York Times, The Wall Street Journal, the LA Times, and PBS Business News Hour. It was the first of its kind. And it ran for eight years, very successfully."*
Today, we continue to build on this legacy, helping brands authentically connect with LGBTQ+ audiences through strategic, data-informed marketing.
To learn more about our approach and expertise, visit us at https://s.mtrbio.com/sgamfbpzll
01/02/2025
With over 30 years of experience in brand engagement with LGBTQ consumers, Andrew has helped over 1,000 companies successfully connect with this community and build meaningful relationships. His extensive knowledge spans every aspect of marketing, from concept to ex*****on, and his strategic insights into the LGBTQ market’s past, present, and future have made him a sought-after expert.
Andrew’s influence extends beyond the boardroom. He’s been named to the Out 100 by OUT Magazine and is frequently quoted in top media outlets like The New York Times, The Washington Post, The Los Angeles Times, and PBS on LGBTQ marketing trends and best practices.
Before founding WinMark Concepts, Andrew held key marketing roles with the Navy League of the United States and the Girl Scouts of America. A proud graduate of George Washington University with both a BBA and MBA, Andrew is also a dedicated philanthropist, supporting arts and LGBTQ organizations such as Signature Theatre, Goodspeed Musicals, ASCAP, and the Point Foundation.
At WinMark Concepts, Andrew leads with passion, vision, and an unwavering commitment to helping brands make a meaningful impact in the LGBTQ community.
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1808 Connecticut Avenue
Washington D.C., DC
20009
