DMA names former Grey Direct chief Kimmel CEO

Share this content:
Larry Kimmel
Larry Kimmel

The Direct Marketing Association named Lawrence Kimmel its next CEO, effective August 2, after a six-month-long search. The former chairman and CEO of Grey Direct Global Network will replace Robert Allen, who has led the industry group on an interim basis since February.

The DMA said Kimmel was “the overwhelming choice of the DMA's board of directors.” Kimmel, whose contract runs for three years, said his goal is for the group to serve as a “beacon of light” promoting digital and direct marketing practices. He will be based in New York.

“I have been in direct marketing for a long time, and I've believed for a long time that behavioral insights, coupled with quantifiable and measurable information, was a better go-to market strategy [than push marketing],” he said. “We were right and won that argument, and today, basically all of marketing is direct or wants to go direct.”

Kimmel was the chairman and CEO of Grey Direct Global Network from 2000 to 2008, and previously served as an EVP at Draft Worldwide. He was also the founder and president of Unimark, a direct marketing, promotion and ad agency.

When asked if the DMA, or direct marketing in general, should consider an updated name change, he responded that it is “a critical question” and “something that should be explored.”

“There is no doubt that there are a lot of people who are doing some of the best and most progressive direct marketing who don't define themselves as direct marketers,” he said.

Kimmel added that his experience working with clients will aid him in collaborating with the DMA's members.

“I want to make sure that our value proposition is enhanced, and that they are happy,” he said.  

The DMA had named Allen interim president and immediately formed a search committee to find a full-time CEO after John Greco resigned in February. Allen will serve as a consultant to the DMA.

Ramesh Lakshmi-Ratan, former EVP and COO of the DMA, left the organization last September to lead a division at Pitney Bowes.

Last fall, the DMA also filed a cease-and-desist letter against board member Gerry Pike, who had launched a website – ABetterDMA.org – questioning the group's governance. Pike eventually retained his spot on the DMA's board.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above