For the first time in its 82-year history, the Four A's meeting will include sessions on direct marketing.
The topic's inclusion reflects the continued integration and blurring of lines between general advertising and direct marketing. It also follows a decision by the association to expand its membership to include agencies that specialize in marketing disciplines other than advertising (AA, Oct. 5).
"We are always trying to reflect the areas important to the CEOs of our member agencies," said Michael Donahue, exec VP-member services of the Four A's, which holds its meeting April 21-24 at Amelia Island, Fla.
`A HOLISTIC APPROACH'
"It's a recognition of the fact that the entire industry is changing, and one must take a holistic approach to marketing," added Dennis Duffy, president of Cadmus Direct, Charlotte, N.C. "Direct marketing is an integral part of the business strategy" for marketers.
Despite that recognition, Mr. Donahue said there are no plans to invite direct marketers as keynote speakers at Four A's conferences.
"This is not a general-session topic," he said. "When we get into a