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DRMA Voice January 2016

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12 Jan, 2017


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Legal and Regulatory Voices of DRMA
FTC Unveils Enforcement Policy for Native Advertising 
Two years after holding a public workshop on the subject, the Federal Trade Commission (FTC) has issued a formal Enforcement Policy Statement (EPS) and companion Business Guide on native advertising.
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What’s Up With “Up to” Claims? 
For many years, the substantiation standard for so-called “up to” claims was whether an “appreciable number” of consumers could enjoy the claimed maximum benefits. In addition, various state and local pricing laws shaped best practices for such claims.
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MillerCoors Labeling of Blue Moon as ‘Craft Beer’ Not Deceptive 
What does the term “craft beer” mean to consumers? Plaintiff Evan Parent filed a class action complaint against defendant MillerCoors involving Blue Moon, a popular brand of Belgian­style wheat beer owned by MillerCoors, a major beer manufacturer with many well-known brands, including Coors Light and Miller Genuine Draft.
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Committee Corner
DRMA News & Case Studies

Recent DRMA Case Studies

AVC Corp. talks about new retail packaging solutions: Theft-Preventive Packaging for Small Consumer Electronics

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

DRMA Member News

On Dec. 8, Denira Borrero of Miami-based Omni Direct was announced as the winner of the Fifth Annual DRMA Member of the Year Award during the DRMA Winter Bash in New York. To read more about Borrero's selection and the DRMA Winter Bash, click here.

Bluewater Media hires Gina Pomponi as president of the media division. Pomponi comes to the position with 25 years of experience in direct response marketing, strategy, media buying, and management. She joins Bluewater after five years as a senior vice president at Mercury Media.

Optimal Payments, a global payment solution provider, announces its new brand identity and company name, Paysafe. The company offers relevant solutions for every payment eventuality.

Pro Media Group booked $24.4 million in revenue in 2014 by straddling the line between creative and analytical work, through its offering of creative services to health, law, and insurance companies.

BlueSnap, a global payments technology company, hires three executives: Scott Fitzgerald, Bob Botelle, and Scott Conti. All will work from the company’s headquarters in Waltham, Mass.

Concepts TV Productions is prepping to move into its new home – a 10,000-square-foot space complete with shooting studio, post-production editing suites, and production offices. Staff will move in during summer 2016.

MMSI Marketing & Media Services celebrates its 30th anniversary. MMSI, which is owned by R2C Group, combines the power of DRTV with pay-for-performance to minimize risk and maximize efficiency.

Dial800 is named one of the “Nation’s Best and Brightest Companies to Work for®” in 2015 by the National Association for Business Resources (NABR).

TheBlaze Inc. and Verizon FiOS enter into a multi-year carriage agreement for TheBlaze TV. FiOS customers can now enjoy TheBlaze TV, a unique destination for news, information, and entertainment programming.

In the wake of a Federal Communications Commission (FCC) ruling clearing the way for texting in limited commercial uses, Tennessee-based is gearing up to offer direct response marketers a fully compliant, performance-based texting response channel, dubbed “Text to TODAY.” While the ruling does not allow for unsolicited texting at any time or subject matter, businesses can respond to consumer-initiated texts without requiring a separate opt-in.

Thane Direct appoints Anthony Booth as president and chief operating officer. Booth will report to Thane Direct CEO Amir Tukulj and handle day-to-day operations.

For the third consecutive year, bilingual call center Listen Up Español answers all live incoming donation calls during the TeletonUSA charity event held earlier this month. The event raised more than $15 million, and Listen Up Español handled more than 47,000 calls. All incoming donation calls handled by Listen Up Español were powered by LiveOps Cloud Contact Center Platform technology.

DNA Response Inc., a full-service agency managing consumer brands on marketplaces like Amazon and eBay, announces an exclusive partnership with Direct Holdings Global to manage its Time Life brand of music and video product lines on five online marketplaces.

AVC Corp. celebrates its 25th anniversary this month. Moshe Begim and his wife Gali started AVC in 1990 in North Hollywood, Calif., to replicate DVDs and CDs for the entertainment industry. Today, the company is a full-service 4PL provider that handles customers’ products from inception to delivery, with more than 300 employees, two North American locations, and five offices in China.

212 Degrees Fahrenheit, the creative shop in Irvine, Calif., delivers new long- and short-form programs for Havas Edge, Cannella Response Television, and Cesari Direct. Spots and shows currently airing include Buy Belize, Doctor on Demand, Teeter, and On the Go Loans.

InQuest Communications signs Shay Kosabi under its talent management services. Rick Shiu of InQuest calls Kosabi the “ultimate fitness experience who blends art, entertainment, and creativity into fitness that’s never been seen nor done before.” Kosabi works in New York and California.

Avalanche Creative Services announces the creation of a new closed Facebook group called “Direct Response Planet” that encourages DRTV and digital professionals to share experiences and knowledge with each other.

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