DIRECT RESPONSE HALL OF FAME
BY DOUG MCPHERSON
44 | RESPONSE APRIL 2017 | WWW.RESPONSEMAGAZINE.COM
Another year brings another crop — the fifth — of revered lead- ers to the Direct Response Hall of Fame. “This septet … not only represents more than 30 years of industry history, but also features leaders who are still driving
change in our ever-evolving space, as well,” says Thomas Haire, editor-in-chief of;Response.
The inductees will be honored during a series of afternoon events at
Response Expo at the Hilton San Diego Bayfront on Thursday, April 27.
; Michelle Cardinal, CEO and co-founder of Portland, Ore.-based R2C Group, has been
successfully tapping accountable marketing techniques for more than two decades.
; Jonathan L. Congdon, co-founder and president of Beachbody LLC, has taken fitness marketing to unchartered territory with more than $1 billion in annual sales and a long list
; Carl Daikeler, co-founder, chairman, and chief executive officer of Beachbody LLC, is a
25-year veteran of the direct response business whose database of more than 20 million
people leverages $100 million-plus per year in advertising.
; Nancy Lazkani, founder of Icon Media Direct, helped pioneer performance-driven adver-
tising and innovated how media is purchased and analyzed.
; Tim O’Leary, author and co-founder of R2C Group, launched his first DRTV campaign
while still in college in 1980 and went on to create some of the industry’s first big-brand
infomercials for Apple, AT&T, Sony, Hewlett-Packard, Sears, and many others.
; Lenny Sands, chairman of Los Angeles-based Capital Brands, is a proven innovator in
diet and fitness, skincare, and countertop appliances who was behind the Magic Bullet
and the Six Week Body Makeover.
; Rob Woodrooffe,;founder of Interwood in Canada, pioneered power branding that tapped
direct response TV to create awareness and sales throughout 115 countries.