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Beers to keynote DMA Annual Conference

Advertising industry legend Charlotte Beers will keynote the Direct Marketing Association's Annual Conference & Exhibition on Oct. 18 in New Orleans, according to an announcement made by the group. Beers counts among her accomplishments some very distinguished firsts in the advertising industry. She is the only executive to have chaired two of the top 10 global advertising agencies: J. Walter Thompson and Ogilvy & Mather. She was also the first woman to be named chair of the American Association of Advertising Agencies, back in 1988. Beers has also spent time on the political circuit, as the Under Secretary of State for Public Diplomacy and Public Affairs for the U.S. State Department from 2001 to 2003, shaping "Shared Values," a multimedia campaign organized by the U.S. State Department to combat anti-American sentiment in Arab countries. When she left in spring 2003, Secretary of State Colin Powell awarded Beers the Distinguished Service Medal, the State Department's highest honor.

Titleist has a ball with co-branding effort

You might think that golf ball maker Titleist markets exclusively to consumers. Not so, said Brian Lucas, director-special markets for Acushnet Co., which owns the Titleist brand. Titleist, which usually runs its advertising in golf magazines or on tournament telecasts, recently ran ads in USA Today, The Wall Street Journal, BusinessWeek and Fortune. The ads are not branding efforts but an initiative to promote Titleist's customized balls decorated with company logos, which make up a quarter of golf ball sales for Titleist, Lucas said. "This campaign is about educating people and promoting awareness that co-branding with Titleist is the way to go," he said.

Marketing execs look up to Michelangelo

It's an inspired name for an inspired mission: Newly launched Chicago marketing consultancy 1508 is named for the year Michelangelo began painting the Sistine Chapel, reflecting passion, determination and brilliance, according to the principals. The company will offer a proprietary "Metric-Focused Marketing" program, a trademarked process that focuses on high-level strategic thinking and measurement across all disciplines and media. The consultancy is led by CEO Jay Miller, who was previously CEO of TargetCom, a relationship marketing agency. The other founders are Lori Beal, who will serve as president, and Dennis O'Connell, chief strategy officer. Beal previously held account leadership positions at R.R. Donnelly and DDB Chicago. O'Connell was previously at DDB Chicago, where he launched Beyond DDB, an integrated communications division handling b-to-b advertising, direct marketing, merchandising and promotion.

Samsung fires up with Olympic torch relay

As a sponsor of the 2004 Summer Olympics Torch Relay, Samsung Electronics took advantage of global opportunities to extend its brand. Its communications agency, Cheil Communications, hired George P. Johnson Co. (GPJ) to handle design and execution of Samsung's Torch Relay Sponsorship, which had the tagline "Share the experience." To generate a buzz for Samsung in each of the six North American and 19 European cities participating in the torch relay, GPJ sent 140 staffers to each city one day before the torch arrived. The pre-relay buzz included Samsung-branded caravan vehicles, banners, flags, route maps, posters and Samsung-branded merchandise. In North America, Samsung-branded vehicles featured IMAG (image magnification) cameras that captured audience images and magnified them in realtime on giant LED screens broadcasting the relay.

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