DMA pushes self-regulation of behavioral advertising


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The DMA presented 85 Echo Awards, its highest marketing campaign honors, during the conference and exhibition. Winning Silver Echos for b-to-b campaigns were agency Wikreate-San Francisco for “Celebrate the Crisis: A Singular Wikreate Party,” an effort on behalf of itself, and Hellerup & Kgs, Lyngby, Denmark, for “One Box to Rule Them All,” a campaign for information technology company SecureDevice & IBM Denmark. Bronze b-to-b winners included Microsoft Corp.'s “Fun With Keywords” campaign, developed by Wunderman New York. A special Green Award honored the U.S. Postal Service for its “Environmentalist” campaign, created by Campbell-Ewald, Warren, Mich. Winning a special Echo Governors Award for b-to-b strategic innovation was “The Brick” campaign by McCann Direkte MRM Partners, Oslo, for insurance client Gjensidige Forsikring. The Diamond Echo for best in show was presented to Australian agency CumminsNitro Brisbane for “The Best Job in the World,” a consumer campaign on behalf of Tourism Queensland. In other honors announced at DMA09, Shelly Lazarus, chairman of Ogilvy & Mather Worldwide, was named to the DMA Hall of Fame for her contributions to direct marketing, and Best Buy and Zurich Financial Services were named 2009 Marketers of the Year for outstanding achievement in multichannel direct marketing. M
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