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Response This Week December 7, 2016

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7 Dec, 2017



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Lockard & Wechsler’s Asieya Pine Wins DRMA Member of the Year 
NEW YORK – Response Magazine and the DRMA – the alliance for performance-based marketers – congratulate Asieya Pine, president of Irvington, N.Y.-based Lockard & Wechsler Direct, as the 2016 DRMA Member of the Year.
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DirecTV Now Launch is Shaky; Ad Options, FCC Actions Remain Unclear 
NEW YORK – Despite a shaky launch, AT&T’s new over-the-top (OTT) streaming bundle service, DirecTV Now, is off the ground.
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Trump Appointees Leave Questions About FCC, Net Neutrality 
WASHINGTON – President-elect Donald Trump has now appointed three opponents to net neutrality and the Federal Communications Commission (FCC) to his transition team: Roslyn Layton, Jeff Eisenach, and Mark Jamison.
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Marketers: Proving ROI Beats Brand Awareness Metrics 
EMERYVILLE, Calif. – A new study from Leapfrog Marketing Institute says proving return on investment remains twice as important as brand awareness metrics.
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Social Takes a Back Seat to E-mail in Black Friday Sales 
SAN JOSE, Calif. – Adobe Digital Index reports e-mail performed 17 times better than social media during Black Friday 2016.
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The Pete Nance Boys & Girls Club of Greensboro, Ga., names a2b Fulfillment its 2016 Business Partner of the Year. a2b Fulfillment has served as a corporate sponsor for club for the past four years. Last year a2b donated an art studio to the club. 

HolyKel Inc. a woman-owned company in Orange County, California, announces its new product, HolyClip®, a key holder that ensures consumers can always find their keys, will be live on Kickstarter soon, raising funds to take the product to market.

3Cinteractive, a mobile marketing services firm, announces its vice president of marketing, Margie Kupfer, was named one of the “Mobile Women to Watch 2017” by the mobile industry media outlet Mobile Marketer. The list honors executives set to make a difference in 2017 for the mobile advertising, marketing, and media industries.

U.S. media stocks continue to score big results since the presidential election. Dow Jones’ U.S. Broadcasting & Entertainment Index is up 4.5 percent from the election on Nov. 8 through Dec. 2.

Virgin Media has launched its first 4K TV set-top box, offering four times the resolution of high-definition broadcasts. The firm also unveiled a large tablet and an online store from which its U.K. customers will be able to purchase HD, but not 4K, content – it had only sold rentals before.

A new report from internet security firm Kaspersky Lab says 20 percent of business-to-business (B2B) companies reported that they were the victim of four or more data breaches in the past year. Nearly half (44 percent) of enterprises in North America were impacted by four or more breaches, and 50 percent of companies in North America assume that IT security will be compromised at some point. 

Groupon introduces its first-ever holiday campaign to encourage shoppers to buy gifts and experiences available only through its platform. This multimillion-dollar campaign includes two TV spots that separately showcase the experiences, including sky-diving and massages, and the gifts, such as drones and GoPros, cookware from Rachael Ray and Vitamix blenders, and apparel and sports equipment ranging from coats to skateboards. 

Telemundo launches its first-ever 360-degree virtual reality campaign in Spanish-language TV history to promote its new series “El Chema,” a story involving a drug kingpin resembling El Chapo. 

November U.S. auto sales were up 3.7 percent compared with a year ago, says Autodata. General Motors and Ford both exceeded analysts’ expectations. Online shopping for new cars increased 3 percent in November compared with the same month in 2015 as consumers responded to automakers’ push to end the year strong, according to

Shell (yes, the oil conglomerate) reboots the #makethefuture music video it launched in November featuring Jennifer Hudson and others, reformats for Snapchat’s vertical video, and offers interactive features. User can switch between the singers to create a personalized soundtrack. The user can also tap the video to engage animated elements that represent Shell’s #makethefuture bright energy ideas, including concepts like recycled coffee beans, windmills on busy roads, and gravity employed to generate off-grid electricity.

Mediapost News reports that by 2017, 74.2 percent of U.S. companies with 100-plus employees will use Instagram for marketing purposes, more than the 66.2 percent that will use Twitter. This year, 66.1 percent use Twitter while 53.2 percent use Instagram. 

New York Magazine reports president-elect Donald Trump will be able to send unblockable texts to all U.S. mobile phones after he takes office in January. 



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Check out all of the new postings on Response's Job Board!
A niche job board for those with careers in all aspects of the direct response industry. Here are the featured jobs of the week:

Position: Account Executive - Consumer Attorney Marketing Group (CAMG)
Location: Woodland Hills, Calif.
Posted: 11/25/16

Position: Assistant Director of Annual Giving - Virginia Tech University
Location: Blacksburg, Va.
Posted: 11/23/16

Position: Associate Director of Development - Johns Hopkins University
Location: Baltimore
Posted: 11/23/16

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