While the industry gathered at the DMA07 Conference & Exhibition to focus on the year’s best, including this year’s Diamond Echo award winner Draftfcb, DMA leadership focused on the future.
John Greco, president and CEO of the DMA, spoke about corporate responsibility. Among his examples was the Green 15 – guidelines for recycling, printing and packaging, to make direct marketing more environmentally sound.
Outgoing DMA chair Markus Wilhelm spoke mainly of direct marketers’ ongoing battle with postal regulations.
“Postal regulatory commissioners hit us with a rate case that was too high overall and a real burden,” Wilhelm said. “It was an example of why we needed postal reform so badly in the first place.”
Greco also encouraged a more proactive stance for the DMA. He introduced “choice” as the key word for the DMA this year, adding that choice comes with both greater responsibility and greater opportunities to innovate.
Draftfcb’s “Have a Ball. Or Two.” campaign for the Eagle, ID Volunteer Fire Department won best-in-show, highlighting that power of consumer. In an effort to attract visitors to the Rocky Mountain Oyster Feed, a charity event benefiting the fire department, the campaign featured a victimized bull, who has unwillingly contributed to the feast. The Internet campaign generated thousands of hits for the all-you-can-eat event, which raises funds for equipment, training and other expenses. The program helped ticket sales increase 24% over the previous year, and helped profits increase by 64%.
An all-time high of 1,124 campaigns were submitted for the award this year.
New categories this year were e-mail and instant messaging, mobile, search engine marketing, Web advertising, and Web development.