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DRMA Voice December 2016

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13 Dec, 2017

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Legal and Regulatory Voices of DRMA
My Pillow: More Than $1 Million Reasons to Think About Your Claims 
On Oct. 31, a group of district attorneys from 10 California counties served up a settlement with My Pillow – the marketer of the long-running infomercial hit product of the same name – containing almost $1 million in civil penalties for false and deceptive advertising, as well as extensive recordkeeping and disclosure requirements. Under the agreement, My Pillow will also donate more than $100,000 to certain California charities that provide overnight accommodations to the homeless and domestic violence victims.
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DRTV Powerhouses Take on Amazon in Federal Court 
On Dec. 5, Allstar Marketing Group LLC, Ontel Products Corp., and Ideavillage Products Corp. filed a lawsuit against Amazon in the U.S. District Court for the Southern District of New York.
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Will Trump’s FTC Enforce the Commission’s Latest Enforcement Policy Statement? 
One of the tools the Federal Trade Commission (FTC) uses to provide guidance to business is the Enforcement Policy Statement (EPS). Over the years, the EPS has been used to elucidate the FTC’s views on the scope and exercise of its broad statutory jurisdiction over “unfair or deceptive acts and practices” and “unfair methods of competition” in commerce.
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Committee Corner
Integrating OOH Performance in Total Audience Measurement 
The state of the television media landscape is changing at breakneck speed. Audiences are consuming content at a time, place, and on a platform that is most convenient for them. Case in point: my two teenage boys are adept at multitasking, juggling live-streaming ESPN and setting fantasy football lineups on their mobile phones, all while watching ABC College Football on the big screen.
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The Emergence of e-Tail Retail: What’s Behind the Trend? 
E-commerce retailing emerged as a cheaper and more efficient way to get goods into the hands of consumers. Without the costly overhead of brick-and-mortar locations, e-tailers could reduce costs, cut out middlemen, and pass the savings on to the public. Now, however, e-tailers ranging from behemoth Amazon to boutiques such as Birchbox and Warby Parker, have been experimenting with opening physical retail locations.
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What It Meant to Be Voted DRMA Member of the Year 
Complete shock is still the feeling I vividly remember the night I was presented with the 2013 DRMA Member of the Year Award. When the announcement of the 10 nominees came out a few weeks prior, I opened my e-mail and sat at my desk with disbelief that I was on the list with such a prestigious group of nominees – peers I tremendously respect and admire.
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DRMA News & Case Studies

Recent DRMA Case Studies/Exclusives

The latest DRMA member case study – from Shopper Approved – detailing its work with FTD, is online now: Shopper Approved Gives FTD Peace of Mind

A DRMA member case study from Mojo looks at the solid digital success of My Shiney Hiney: Mojo Helps My Shiney Hiney Bring Sexy Back

For a full list of DRMA member case studies, please visit our Case Studies/White Papers page.

DRMA Member News

Response Magazine and the DRMA congratulate Asieya Pine of Lockard & Wechsler Direct on earning the 2016 DRMA Member of the Year Award, announced last week in New York. For more, click here.

Ad agency Avalanche Creative Services hires four: Brett Roell as account coordinator; Adiel Hernandez in art and design; Rebecca Khanukov in copywriting; and John Gayanelo in web content. Additionally, Nicole Pare is promoted to vice president of operations.

R2C Group, a data-driven creative and media agency, announces it has been selected to join the Bing Select Partner Program, a partnership between Bing Ads and trusted advertising and marketing agencies in the business.

Hulu says it will launch its new live TV streaming in early 2017. It will complement Hulu’s existing on-demand programming services with limited commercials for $7.99 per month or commercial-free for $11.99 per month. Programming will come from Disney/ABC Television Group networks and ESPN, as well as Fox, Fox Sports, Fox News, FX Networks, Fox Regional Sports Networks, and National Geographic.

Portland, Ore.-based DRTV agency Atomic Direct releases TV campaigns for two new Kobalt Tools: the Rapid Adjust Wrench and a revised Double Drive Screwdriver. This marks the sixth year that Atomic has produced spots for the Kobalt brand.

The National Merchants Association now offers payments processing to merchants throughout Europe via a partnership with Borgun Bank in Reykjavik, Iceland. The group also partners with dLocal, a payments platform for Latin America and emerging markets, to provide payments processing services throughout Latin America.

Kingstar Media launches its new digital media division, L49 Digital, which delivers mobile-first campaign strategies to elevate broadcast ads and direct response campaigns. The division includes SEM, web development, paid social, programmatic retargeting, and other in-demand lead generational tactics to bolster the performance of DR campaigns and more efficiently track campaign activity. Kingstar also welcomes Kristy Pinand, a 15-year DRTV veteran and established sales professional, as vice president of business development.

CAA South Central Ontario, a Canadian roadside assistance service, launches new 60- and 120-second DRTV ads created and produced by Toronto-based direct response agency, Northern Lights Direct. The campaign is designed to build on the established CAA brand and highlight the many benefits of CAA membership.

Hybrid Media Services, a leading direct response radio agency, hires Jessica Grauso as senior account supervisor. Grauso has spent 10 years in the industry and began as a media buyer.

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.

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