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DR Hall of Fame: Danielson


Direct Response Hall of Fame: Class of 2016


Dan Danielson

Dan Danielson, co-chairman of Mercury Media in Los Angeles, is a 30-year media-buying veteran. He got his start in the infomercial industry in 1986, while working at SyberVision Systems Inc. The company helped pioneer the use of long-form advertising to sell products. During his tenure there, Danielson helped launch a string of successful direct marketing television campaigns and strategies. In 1990, Danielson partnered with John Cabrinha to form Direct Ventures Marketing, an infomercial-buying firm. The “media hot shop” caught the attention of Marilyn Carr, then owner of Mercury Media, a mid-sized media buying agency. The two companies merged in 1991 under the Mercury Media banner. Since that time, Danielson has served as co-CEO — and presently as co-chairman — along with Cabrinha. Mercury Media billed $15 million in media in 1991 and has grown exponentially since that time. With offices in Los Angeles, Boston, New York City, Princeton, N.J., and Philadelphia, Mercury Media will bill more than $300 million in media in 2016.

Danielson has received many honors over his career, among them being named one of the 25 most influential people in the industry by Response Magazine. He has served on the Board of Directors of the Electronic Retailing Association (ERA) as treasurer and chairman of the board. Danielson received his degree from Brigham Young University. Originally from Northern California, he has called Southern California home for more than 20 years, happily residing in Santa Monica. He has been married for 29 years and has four wonderful children.


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