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The DMA Announces Best Direct & Interactive Marketing Campaigns Of 2001/2002 At 73rd Annual International ECHO AwardsHonoring the most successful and innovative direct and interactive marketing campaigns of 2001/2002, the Direct Marketing Association (The DMA) awarded CP Interactive (Madrid, Spain) its Diamond International ECHO Award, the highest tribute in the direct and interactive marketing industry, for the campaign titled "Amnisty for Safiya" with client Amnesty International (Madrid Spain).
Proving the power and speed of the Internet, CP Interactive combined a powerful online/offline campaign to save the life of Safiya Husseini, a Nigerian woman who, according to the laws of her country, was to be executed in a brutal manner. With only 15 days to collect as many signatures as possible, CP Interactive combined a viral e-mail marketing campaign with a direct mail piece based on obtaining the maximum effectiveness in the shortest possible time. The campaign resulted in more than 600,000 signatures obtained via the Internet, 60,000 signatures sent via the mail/fax, and 40,000 calls to the Safiya call center, and most importantly, led to the reprieve of Husseini.
From a field of 1,113 entries, 83 direct and interactive marketing agencies and their clients - 14 Gold, 24 Silver and 45 Bronze - from 14 countries around the world were awarded ECHO's. Campaigns were evaluated on response results, marketing strategy, and creative components.
The awards were presented at a gala event hosted by comedic actor Kevin Nealon of "Saturday Night Live" fame during The DMA 85th Annual Conference & Exhibition on October 20th in San Francisco, CA.
Other top awards included:
According to The DMA's 2001/2002 Economic Impact study, overall media spending for direct and interactive marketing initiatives rose 3.6 percent to $196.8 billion in 2001 from $189.9 billion in 2000. According to the latest findings, direct and interactive marketing represents more than 55.2 percent of total U.S. traditional advertising expenditures.
Sales revenue from direct and interactive marketing rose nine percent last year to $1.86 trillion from $1.71 trillion in 2000. According to The DMA's "Economic Impact: U.S. Direct & Interactive Marketing Today" study, direct marketing sales growth, over the next five years, will outpace overall sales growth in the U.S. by 3.5 percentage points.
The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States exceeded $1.86 trillion in 2001, including $118 billion in catalog sales and $30 billion in sales generated by the Internet. The DMA's Web site iswww.the-dma.org, and its consumer Web site is www.shopthenet.org.