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DRMA Voice February 2017

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14 Feb, 2017

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Legal and Regulatory Voices of DRMA
What to Expect From the FTC’s Acting Chairperson 
Late last month, President Trump named Maureen Ohlhausen as acting chair of the Federal Trade Commission (FTC). Ohlhausen will preside over a Commission with two members and three vacancies. She is a true FTC veteran, having served as an FTC commissioner, director of the Office of Policy Planning, an attorney advisor, and a member of the general counsel’s office.
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Is ‘Made in China’ a Thing of the Past? 
According to the Office of the U.S. Trade Representative, China is our largest goods trading partner with approximately $579 billion in total trade during 2016. Imports from China totaled $463 billion, resulting in a $347 billion U.S. trade deficit for the year. This deficit, along with the goal of bringing manufacturing jobs back home, has the President Trump contemplating high tariffs on Chinese and other imports, including those from another major trade partner – Mexico.
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How to Respond to a CID 
Federal Trade Commission (FTC) attorneys now routinely issue civil investigative demands (CID) to gather information in their investigations of business practices. If your company receives one, it’s important to recognize the seriousness of the matter, and to respond quickly: the issuance of a CID means that the FTC is gearing up to sue somebody, and if you don’t respond properly, that somebody could be you.
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Committee Corner
Advertising, Disrupted: Part 2 
You: “Siri, what's the best pill for my headache?” Siri: “The best pill for your headache is ‘Dr. Sarnoff’s Pain Away’”
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The Certainty of Cinema in an Uncertain Market 
In today’s fragmented marketplace, there’s an undeniable disconnect as to how consumers are engaging with media. For decades, TV was a foolproof way to spend advertising dollars. While it still dominates, the insurgence of alternative media options has drastically changed consumers’ viewing habits. As a direct result, this has dramatically shifted the path in which those consumers can quickly respond — and become customers.
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Get Involved, Stay Involved 
I’m celebrating my eighth year as a DRMA member and my 32nd year in banking. Since joining the DRMA, many members have become friends, but it wasn’t always like this for myself and for Swipe Payment Solutions, which is the company that brought me into the industry. At first, acceptance by most major companies in direct response was challenging.
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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 welcomes Brian Norris – director, DISH Media Sales and Sling TV – and Tony Besasie – president of Cannella Response Television, a division of Cannella Media – to its Advisory Board.

Bloomberg’s Walter Bulgrin of Flushing, N.Y. passed away on Dec. 30 at age 55. Bulgrin had worked at Bloomberg for more than 19 years, selling national TV for 15 years before switching exclusively to direct response. Outside of work, Bulgrin dedicated much of his time to his church, where he was in the final process of becoming a deacon. He also spent many overnights at the Koinonia Mission House homeless shelter helping less fortunate men get back on their feet. Services were held on Monday, Jan. 2, in Whitestone, N.Y. Bulgrin is survived by his wife of 30 years, two daughters, as well as numerous family members and friends. For more information or to reach out, please contact Bloomberg’s David Bickford at (212) 617-6014 or

Intelemedia and LeadCircle, two prominent companies engaged in the areas of lead generation, direct response, call center management, and media promotions have acquired Pollcast, a provider of leads to direct response marketing and advertising clients nationwide. Intelemedia is a software company that combines voice communications and data technologies to deliver interactive sales experiences for clients. LeadCircle is known for its proprietary media-based lead-generation operations.

Ship-Right Solutions, a full-service third-party logistics firm that specializes in fulfillment, customer engagement, and e-commerce solutions, hires Paul Corriveau as chief technology officer. He brings more than 20 years of software development experience to position.

ICTV Brands Inc., a digitally focused, direct response marketing and branding company specializing in the health, wellness, and beauty sector, closes two acquisitions: 1. PhotoMedex, including its flagship product no!no! along with the Kyrobak and Cleartouch brands; and 2. Ermis Labs Inc., which was previous owned by The Leo Group.

Lindsey Carnett, CEO and president of Marketing Maven, is named a Top Woman in PR honoree by PR News, which serves the communications and marketing community at corporations, agencies, and nonprofits. The annual list celebrates the accomplishments of women in public relations who’ve made advances in the field.

Extreme Reach launches a marketing campaign for a new cloud-based video product that streams television ads in real time to any digital device. The ads exist on the platform, which also supports full talent and rights compliance guidelines. The campaign runs on online publications such as CNN and CNNMoney. John Roland, CEO of Extreme Reach, likened the service to Spotify or Netflix and that North American video assets can be streamed into any campaign.

Horizon Media names Diana Lawrence as vice president director of digital and publishing investment to guide Horizon’s clients through the evolving world of print media.

a2b Fulfillment welcomes Jason Field as business development executive, where he’ll find new growth opportunities and develop business-to-business relationships.

Performance-based marketers got plenty of playing time during the Super Bowl LI broadcast on Fox on Feb. 5. Advertisers with direct response ties in the game included: GoDaddy, Squarespace, WeatherTech,, and It’s a 10 Haircare. That last ad, produced by agency Havas Edge, got plenty of buzz. Adweek proclaimed it the second best ad of the game behind 84 Lumber. And Advertising Age recognized it as one of only five commercials to earn a 4-star rating. “The public and press response to the spot has been nothing short of fantastic,” Havas Edge CEO Steve Netzley tells Response in an exclusive interview. Netzley says Havas Edge ran seven minutes worth of commercials for four different performance-based clients throughout Super Bowl Sunday programming.



eTail West 2017
Feb. 27-March 2, 2017 | Palm Desert, Calif.
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DRMA Chicago Reception
March 20, 2017 | Chicago
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Response Expo 2017
April 25-27, 2017 | San Diego
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Loyalty Expo, presented by Loyalty 360
May 2-4, 2017 | Orlando, Fla.
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CMO Exchange 2017
Feb. 26-28, 2017 | Los Angeles
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Natural Products Expo West 2017
March 8-12, 2017 | Anaheim, Calif.
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International Beauty Show 2017
March 12-14, 2017 | New York
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