DMA Taps Foote, Cone & Belding for Echo Effort

The Direct Marketing Association named Foote, Cone & Belding, New York, to handle a new pro bono campaign for its 74th Annual International Echo Awards.

FCB succeeds DMW Worldwide, the Wayne, PA, agency on the Echo account last year. Bennett Kuhn Varner, Atlanta, continues to handle the Echo Web site.

“As always, our hope is that we'll increase the attendance, which is vital to the maintenance of the Echo standard,” said Bill Collinger, president of Collinger & Associates, a St. Louis marketing and management consulting firm.

Collinger for years has been in charge of recruiting the ad agency for Echo's call for entries campaign. This year, he recommended FCB when the agency showed interest.

FCB will handle print, direct and interactive marketing. It will rely on the successes of the Old Masters to associate “great work with great results.” Echo entrants will be asked, “Think your latest campaign is a masterpiece?”

Ads will run in direct marketing, advertising, general marketing and business titles. Direct mail and HTML e-mails to 35,000 agency and corporate marketing executives worldwide will support.

The Echo Awards, given out yearly at the DMA's annual show, will be presented this year Oct. 12 in Orlando, FL. They reward agency campaigns for response, marketing strategy and creative. Entry fees largely fund the awards, along with sponsorships from the U.S. Postal Service and on previous occasions, IBM Corp.

Campaigns produced, executed and evaluated between Jan. 1, 2002, and March 31, 2003, will be eligible for this year's Echo prizes. Entries must be postmarked by April 15. Application forms can be downloaded at Foreign creative samples must be accompanied by English translations.

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