Epilepsy Foundation Picks Creative Direct

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The Epilepsy Foundation of America, New Carrollton, MD, has named Creative Direct Response International, Crofton, MD, to handle its $2 million direct marketing account.


Epsilon, Boston, was the incumbent on the account. The names and number of agencies invited to pitch for the business were not known.


"[The foundation] wants to get the program working better than it was," said Raymond Grace, president/CEO of Creative Direct. He said the precise mandate was "to concentrate on getting acquisition [business] to rebuild their file."


Targeting largely female donors older than 55, the agency will drop an estimated 5 million mail pieces -- 2 million for acquisition and 3 million for donors. It will use combinations of straight letter packages and premium packages, with different copy messages.


"We're going to be testing several packages to go against their control," Grace said.


By the fall, the agency might end up with two or three different packages targeted to distinct audiences. The campaign debuts July 1.


Founded in 1982, Creative Direct last year reported gross billings of $27 million. Clients include Mothers Against Drunk Driving, Toys for Tots Foundation, Vietnam Veterans Memorial Foundation, American Parkinson's Disease Association and the National Osteoporosis Foundation.


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