through a Target, Wal-Mart or Bed Bath and
Beyond — three of the largest retail giants in
the United States — and I see so many of the
products we represent. Products like OxiClean
and Kaboom have had amazing journeys since
their launches in the DR space, and now you
find them in the laundry aisle in almost every
retail store. They are the No. 1 stain fighting
products in the category. Words cannot express
how proud I am of that.
traditional model of advertising is going the
way of the dinosaur, and I know many heads
of traditional agencies that are baffled and
are just now starting to pay attention to what
the clients are saying. The market is too fragmented not to pay attention to the data. Those
who do and continue to work with companies
CONTINUED >
to provide consumer data analytics will be the
survivors. Many try to call it something different, but what this really is is direct response.
No one will ever perfect data algorithms, but
as long as we keep trying and continue to be
smarter about the clients’ marketing invest-
Q: How has the DRMA helped your business?
What do you believe working with the DRMA
does to create a better business atmosphere
for you and the industry?
A: DRMA is an amazing constituent for our
industry. Its leaders have devoted countless
hours and have gone through so much to create
a forum that is non-biased and represents its
members for the purpose of helping our indus-
try grow though collaboration. DRMA not only
values the mature and long-standing industry
leaders, but it also has done a great job in
helping to recognize the new “up-and-comers”
in our industry. DRMA has helped my business
because it gives us a platform for education
and keeping the networking events meaning-
ful and collaborative. It feels like a big family
reunion every time I attend an event, and I sup-
port these efforts because it is what helps keep
the industry and its reputation moving forward
in a positive direction
Q: What was the most significant accomplishment in the past year for your company?
A: This past year was the year of going from
“high touch” to “high tech.“ We have invested
in our efforts to get more efficient with our processes to deliver data and information faster
and more efficiently to our clients. We have
been working with our networks to transform
our billing and information through automation, and — by doing this — it has enabled us
to deliver paperless data feeds into our systems
and, in turn, give clients what they want faster.
We also continue to improve our proprietary
Web TRAXX data tracking system. This is a very
important part of the future, as consumers
utilize the online community for order processing and information gathering. Being able to
understand the data analytics behind our clients’ marketing efforts is the fundamental difference between direct response agencies and
a typical general market agency that utilizes
only rating delivery to determine success. The
