Award Winner Says DM Gains in Acceptance

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NEW YORK -- Direct marketing has risen dramatically on the food chain in recent years, Shelly Lazarus said yesterday while accepting the Direct Marketing Days Marketer of the Year award at the DMD New York Marketing Conference here.

"We are witnessing a truly amazing evolution in the history of direct marketing," said Lazarus, chairwoman/CEO of Ogilvy & Mather Worldwide. "And I'm not referring to just the new and sophisticated tools and techniques that we use today, but to the overall contribution of our industry to business."

Lazarus said DM Days risked creating confusion in selecting her for the award.

"Some may question why a direct marketing group is honoring someone who runs an ad agency, but DM gave me the wealth of experience to do what I do today," said Lazarus, who spent four years at Ogilvy & Mather Direct.

"There is no line. It's more like a circle of contact with the customer that builds a brand," she said. "Each piece, be it a print ad, or personal letter or a home page ... each has its role intertwined toward the same goal. It's all about building a relationship with the consumer using any medium, any communication. They all count."

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