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DMA Launches Creative Council; Boosts Creative Element in Multichannel Campaigns
New York, March 6, 2007 -- In the wake of its release of benchmarks and best practices on creative in direct mail, "Getting Creative with Direct Mail," and its Platinum Sponsorship of the 29th Annual Caples Awards, the Direct Marketing Association (DMA) continues to boost the creative element of multichannel marketing campaigns with the launch of the DMA Creative Council, the first creative community of its kind.
Chaired by Holly Pavlika, executive vice president and chief creative officer, G2 Direct & Digital, the new DMA council will serve as a forum for the non-competitive exchange of information among creative peers and a means to encourage the next generation of creatives.
"The creative element of a marketing campaign is critical and the ultimate representation of strategic thinking," said John A. Greco, Jr., DMA president & CEO. "As reported in DMA's 'Getting Creative with Direct Mail," creative accounts for 25 percent of total lift, and generates an average response lift of more than 13 percent. We will see the role of creative gain even more significance as marketers strive to produce creative that gets results across all marketing channels. DMA is pleased to serve as a resource for today’s top creatives who are tasked with true accountability."
"There has never been a better time to celebrate direct’s creativity as evidenced by the client’s desire for more of our discipline and the clamoring by generalists to know more about what we do," said Pavlika. "There isn’t an existing forum for creatives that serves as a source for information, sharing, and involvement as a community. It is paramount that we nurture and bring along the next generation of creatives, and the DMA Creative Council is the right conduit to inspire everyone."
Pavlika maintains that the proliferation of communications channels to choose from, as well as an increasing consumer resistance to traditional marketing efforts, are just a couple of the challenges facing today’s creatives. Add competition, less product differentiation, and budget challenges into the mix, and the creative has a tough job.
DMA’s Creative Council will serve as a forum in which to tackle these challenges, as well as trade information on best practices for integrating offline and online processes and finding new talent.
The impressive line up serving on the DMA Creative Council’s operating committee includes:
·Randy Belcher, SVP, creative director, Doner
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The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates industry standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents more than 3,600 companies from dozens of vertical industries in the US and 50 other nations, including a majority of the Fortune 100 companies, as well as nonprofit organizations.
In 2006, marketers - commercial and nonprofit - spent $166.5 billion on direct marketing in the United States. Measured against total US sales, these advertising expenditures generated $1.93 trillion in incremental sales. Last year, direct marketing accounted for 10.3 percent of total US GDP. Also, there are today 1.7 million direct marketing employees in the US alone. Their collective sales efforts directly support 8.8 million other jobs. That accounts for 10.5 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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