DMA launches creative council to boost multichannel campaign creative

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The Direct Marketing Association has launched the Creative Council, which it said was the first creative community of its kind.

Chaired by Holly Pavlika, executive vice president and chief creative officer of 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, in a statement. "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."

Ms. Pavlika said that the DMA's Creative Council will serve as a forum for tackling challenges creative professionals are facing, such as the proliferation of communications channels to choose from and an increasing consumer resistance to traditional marketing efforts, competition, less product differentiation and budget challenges.

DMA's Creative Council will also trade information on best practices for integrating offline and online processes and finding new talent.
The line up serving on the DMA Creative Council's operating committee includes:

--Randy Belcher, SVP, creative director, Doner.
--Christian Dobles, president, creative director, Grupo Dobles.
--Heather Higgins, executive creative director for direct marketing, Draft/FCB.
--Erik Mathre, creative director, Rodgers Townsend.
--Nick Moore, EVP, chief creative officer, Wunderman New York.
--Holly Pavlika, EVP, chief creative officer, G2 Direct & Digital (Council Chair).
--Scott Pinkney, vice president, creative director, FCB Direct.
--Joel Tractenberg, president, creative director, Tractenberg Advertising.
--Ezequiel Trivino, executive creative director, Nimblefish Technologies.
--Marc Williams, SVP, creative director, Digitas.


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