3M Names Horah Direct to dMail Account

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The Horah Group's Horah Direct division has been named by 3M Promotional Markets to handle the manufacturer's dMail Personalized Direct Marketing services brand.


Horah Direct, New York, will be responsible for marketing this latest innovation of 3M, St. Paul, MN, touted as a new format for direct marketing that is interactive, sticky and drives response. The agency will target efforts at business-to-business clients dealing with direct mail.


"Because of our direct marketing community, they wanted to spread the word," said Russ Mead, president of Horah Direct, a 4-year-old division of its parent. "They just wanted an agency that had contacts."


Horah's nonprofit clients include three New York schools, Hunter College, Brooklyn College and Bernard Baruch College. Among its for-profit clients it counts companies such as MCI WorldCom, First USA and Coldwell Banker.


dMail is a 4-inch-by-6-inch Post-It notepad that turns into a direct mail package, Horah said. The first sheet of the pad is designed as the address driver. Each sheet after that can be personalized as memo pads, coupons and letters, all driven by the mailer's database. The backer card can be a business reply card.


Horah will use a combination of direct mail, telemarketing, trade shows and print advertising to promote dMail.


"Our goal is that we'll have 15 to 20 of our existing clients within various industries signed up in the next three to four months," Mead said.

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