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DMA to lead ‘Campaign for Freedom’ fund-raising effort

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New York--The Direct Marketing Association said Thursday that it will lead a direct marketing coalition to raise money to help cover the “hard costs” of The Advertising Council's "Campaign for Freedom" effort. The goal of the campaign is to unite the marketing world with the nation's effort to remain strong in the wake of the terrorist attacks.

Traditionally, the Ad Council has paid hard costs such as talent fees, duplication, postage and database services with donations from major corporations. However, after Sept. 11, DMA President-CEO H. Robert Wientzen approached the Ad Council with the concept of using direct marketing to fund the costs involved with the campaigns.

"For the first time, the Ad Council has turned to people who comprise the advertising and direct marketing industries to support the back-end costs of these campaigns," Wientzen said. "While this will be a challenging task due to recent cutbacks within the advertising and marketing communities, The DMA is proud to offer direct marketing to aid in this unprecedented effort in creating something bigger, better and bolder than before."

The DMA recruited Wunderman to develop the direct marketing fund-raising appeal. The campaign, set to launch in early March, will target advertising, marketing and promotion agency executives, and chief marketing officers at major corporations. A multimedia approach using direct mail, e-mail, banner Web ads, space ads and telephone marketing will urge all marketers to help their colleagues and country by donating money.

"We think the cause is extremely important and we are proud The DMA turned to Wunderman to propel this initiative," said David Sable, president-CEO, Wunderman New York.

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