Field Reports
Stacey, Woodrooffe Speak on Northern Response/Interwood Deal
By Thomas Haire ( thaire@questex.com) and Jackie Jones ( jackiejones@questex.com)
TORONTO — Northern Response International Ltd., a direct response marketing
company based in Canada, has integrated the business operations of DRTV
agency Interwood Marketing Group.
The deal went into effect Feb. 1.
In an exclusive interview with Re-
sponse, Rob Woodrooffe, chairman and
CEO of Interwood Marketing, says,
“Our focus in recent years in the direct-
to-consumer side of the business has
given us an array of unique skills that
fit exceptionally well into the Northern
Response environment. Our suppliers
will greatly benefit from Northern Re-
sponse’s exceptional strength in the re-
tail distribution of products throughout
Canada. Our proprietary and licensed
product ranges will provide not only
Canadian but U.S. and international
opportunities as well.”
Woodrooffe, a former member of
both the Electronic Retailing Associa-
tion’s (ERA) Board of Directors and the
“I think the most important outcome was in picking up Rob (Woodrooffe), (Interwood Marketing COO) Silvyn Naidoo and a man- agement team that otherwise would have taken us years to train and develop.” — Richard Stacey, president and CEO of Northern Response
Response and a longtime member of
Response Magazine’s Editorial Advisory
Board, tells Response.
Interwood Marketing was founded in
1974, expanded to the U.S. in 1982 and
was global by 1991. It has an extensive
portfolio of licensed and proprietary
products including “Your Baby Can
Read,” the Direct Response Marketing Alliance (DRMA) 2010 Marketer
of the Year award winner. Northern
Response is the largest infomercial com-
“More than 70 percent of our staff is joining
Northern Response. The fit is excellent, and
it will only add to Northern Response’s ability
to strengthen their position as the industry
leader.”
— Rob Woodrooffe,
chairman and CEO of Interwood Marketing
Canadian Direct Marketing Association
Board of Directors, will join Northern
Response’s Advisory Board as chairman.
“Rob’s been involved with DRTV
since 1974, so he brings a one-of-a-
kind perspective on the history of the
industry as well as a unique vision of its
future. This is especially important for
the younger members of our manage-
ment team who now have an opportu-
nity to learn from Rob’s many years of
knowledge and experience,” Richard
Stacey, president and CEO of Northern
pany in Canada and a multi-channel
distributor selling products across a di-
verse range of platforms in more than 90
countries worldwide.
