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Direct Marketing Association last week named Robert Wientzen its new president-CEO, and one of his first missions is to break down barriers between direct marketing and other communications disciplines.

A Procter & Gamble Co. alumnus with 27 years of direct marketing experience, Mr. Wientzen, 57, succeeds Jonah Gitlitz, who retired after 11 years running the trade group.

"I like the idea of bringing more people from the general advertising world into the organization . . . since we're seeing a blurring of the lines between consumer and direct," Mr. Wientzen told Advertising Age.

Mr. Wientzen was chairman-CEO of Advanced Promotion Technologies for the past three years, and served on DMA's board for six years. At P&G, he held positions in direct marketing, advertising and promotion marketing, and helped build one of the largest consumer-products databases.

He also said he wants to increase the association's efforts to educate its 3,600 member companies about global-marketing opportunities and to promote the concept that direct marketing needs to be "more focused on the needs of the customer."

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