Award Winner Says DM Gains in Acceptance

Share this article:
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."


Share this article:

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Russ Klein Tapped to Head American Marketing Association

Russ Klein Tapped to Head American Marketing Association

The former Burger King and 7-Eleven CMO takes over as the organization looks to expand globally.

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.