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Direct Response Marketing

News Corner January 22, 2014

22 Jan, 2014 By: Doug McPherson


Manatt Phelps & Phillips LLP announces that Ivan Wasserman became administrative partner of the firm’s Washington, D.C., office, on Jan. 10. Wasserman is a partner in the firm’s nationally preeminent advertising, marketing and media division.

a2b Fulfillment, a third-party logistics provider with a specialty in consumer-direct order fulfillment and customer service, appoints Heidi Kalpak to the position of marketing coordinator.    

Hawthorne Direct, a full-service brand response advertising agency, bows a new DRTV campaign promoting the Gerber Life College Plan, a product of Gerber Life Insurance Company. The campaign includes a series of 30- and 60-second spots in which a family financial expert discusses the future costs of college tuition and how parents must begin planning to combat the skyrocketing costs of higher education. The agency also announces a new series of podcasts that will be available on its website monthly. The initial podcast, posted on Jan. 21, features Tim Hawthorne, chairman and CEO, discussing social media measurement.

Joe Daly is the new senior vice president of operations at Meritus Payment Solutions, where he will work on the company’s expanding operations, security and customer service.

Chef Bobby Trevino joins Hearthware Inc. as executive chef. He’ll report to Gene H. Kim, vice president, and Jay S. Moon, president.

J.G. Wentworth, an industry leader in purchasing structured settlement payments and annuity payments, launches an integrated marketing campaign that expands the company’s familiar “Opera” campaign into three new musical genres.  Titled "Kash Kahuna," "Guten Tag," and "Windows," the TV spots keep the popular J.G. Wentworth 877-CASH-NOW jingle.

Medical Care Alert earns the 2013 Angie's List Super Service Award for the second year in a row, in recognition of superior customer service. The recognition is awarded only to the top 5 percent of all companies rated on Angie's List with an overall "A" rating and consistently high marks from subscribers.

Brand New Media (BNM) announces Food for Life TV Singapore (www.foodforlifetv.tv) won gold in the category of Best Use of Multiple Mobile Channels, and bronze for Best Mobile Site, at Singapore’s annual Mob‐Ex Awards 2014.

Thirty-four percent of marketers say they have seen a return on their social media spending, according to a new survey of 2,300 marketers around the world by ExactTarget’s "2014 State of Marketing" report.  More than three-quarters (78 percent) say they’re currently using social media marketing and 57 percent are using social media for advertising.

Apple will refund at least $32.5 million to settle charges it unfairly billed parents for their children's in-app purchases, says the Federal Trade Commission (FTC). Regardless, analysts say Apple will likely show a blockbuster fourth-quarter 2013 because of its smartphone share in the U.S. despite Android's global dominance. Insiders say the next battleground will be in the living room and how personal devices will interact with other devices.

Research company GfK says time on online grew 37 percent in the spring of 2013 compared with the first months of 2012 for teens aged 13-17. But online usage in terms of minutes remained essentially flat for other consumers in the 18-64, 18-54, and 18-49 demos. Time on tablets grew 157 percent to more than a half-hour a day for teens; smartphone time was 72 percent higher to more than an hour a day; and connected TV usage added 86 percent to 13 minutes a day. Teens' smartphone ownership jumped to 55 percent from 35 percent, with tablet ownership improving to 37 percent from 18 percent in year-to-year comparisons.

Samsung is releasing its “Wireless Olympics Works” app to turn Android-powered phones into sports stations that deliver fans with real-time access to event schedules, results, medal standings and Olympic records.


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