HP’s Barrett, Geico named DMA top marketers for 2010

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San Francisco—The Direct Marketing Association handed out two of its most significant honors on Tuesday, naming Kathleen Barrett, marketing communications manager at Hewlett-Packard, as its B-to-B Marketer of the Year, and insurance company Geico as the association’s overall Marketer of the Year.

The awards were presented at DMA’s annual conference and exhibition here, which runs through Wednesday.

Barrett was recognized at a special awards ceremony conducted by DMA’s B-to-B Council, which singled out her direction of an HP direct-mail campaign this year aimed at five vertical industries.

The campaign featured oversized mailers with case studies specific to each vertical. Included as well was the offer of free USB flash drives to drive engagement and white paper downloads. The campaign gained a response rate of 4.82% and 603 white paper downloads.

“This innovative thinking characterized Kathleen’s unique capabilities,” Ed Krug, chairman of DMA’s B-to-B Council and VP at True North List Marketing, said in presenting the award.

“We really focused on our target audience, to combine offers with something that resonated with them,” Barrett told BtoB. “Timing is always the key, as is targeting and the right offer.”

Barrett has worked in b-to-b marketing for 16 years, initially with Compaq Computer and then, upon the company’s acquisition in 2002, with HP.

While Barrett’s award was announced last month, the overall marketer of the year honor was unveiled for the first time Tuesday at the conference. The award was presented to Anne Bodnar, manager-database marketing, on behalf of Geico for “innovations, leadership and work that exhibits corporate and environmental responsibility.”

Geico was singled out for its well-known advertising campaigns, featuring humorous icons and media in print, TV, digital, mobile and radio, each designed to build “sales overnight, brand over time,” according to DMA.

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