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Direct Response Marketing

Jacqueline's Journal

21 Oct, 2009 By: Jacqueline Renfrow Response This Week


Mercury Media announces the addition of Chris Conderino and Mitchel G. Bader to its executive roster. A New York media specialist, and a speaker at Response Expo 2007, Conderino is named EVP of planning and corporate DR, where she will lead the agency’s new corporate DR specialty practice. Bader is named EVP of finance and operations, where he is responsible for overseeing, directing and coordinating the agency’s financial and operational activities.  

One year after its debut, Kreg Tool Company releases an updated version of its infomercial. The campaign is created and managed by brand DRTV agency Atomic Direct.

Moulton Logistics Management and Direct Entertainment Media Group (DEMG) announce a successful direct-to-consumer launch of AB Circle. The new product line represents the successful collaboration between DEMG, its Time-Life licensed music and video enterprise and Moulton Logistics and is the first step in becoming a major player in health and fitness and top direct response marketing segment.

The Direct Marketing Association (DMA) honors Best Buy and Zurich Financial Services with its 2009 Marketer of the Year Award during a ceremony at the San Diego Convention Center, held during the DMA09 Conference & Exhibition. Each year, the DMA Marketer of the Year award honors either a company or an individual for outstanding achievements in the multi-channel direct marketing process. This year, both companies were awarded for their innovations, leadership and work that exhibits corporate and environmental responsibility.

Bellatrix Media unveils its American Target Network, which provides advertisers access to the nation’s 48 most-watched cable TV networks for a discounted price. American Target Network reaches more than 55 million viewers and is developed for band, retail and direct response advertisers to deliver targeted CPMs and media ROI.

Telmetrics and TARGUSinfo launch a new service to improve effectiveness of DRTV, online and print advertising campaigns. The call measurement and call routing solution provides marketers with better visibility into advertising performance by identifying and measuring phone leads generated by their DR campaigns and routing those calls to the most appropriate branch.

SpotMixer, a Web-based video and TV advertising solution announces it is working with Comcast Spotlight, the advertising sales division of Comcast Cable in California, and Time Warner operators to use outside production facilities, enabling them to close the ad sales process more quickly and generate additional revue from new local businesses that would otherwise not have the budget to advertise on TV.

Civolution, a provider of technology and services for identifying, managing and monetizing media content, is awarded with the TV Innovation Award for Content Protection for its Internet Services. Judged by industry experts and administered by IMS Research, the Awards recognize the most forward thinking companies that are creating products and services that are driving a new TV paradigm.

Rich Grosskettler is named director of interactive services at DMW Worldwide LLC. Grosskettler will provide strategic consultation and leadership on overall interactive strategy, online media strategy and new media development.

The Electronic Media Marketing Association (EMMA) will host a luncheon at the Yale Club on Oct. 30, 12-2 pm, and a holiday party at the Yale Club on Dec. 3, 5:30-9:30 pm. To RSVP or for more information, visit

Plan Canada is set to launch two short-form DRTV campaigns created by its DRTV agency of record, Northern Lights Direct Response, which will also handle the media buy. “Gifts of Hope” promotes Plan Canada’s Gifts of Hope catalogue, which includes giving life-changing gifts on the holidays and “Because I Am a Girl” tells the story of a girl in Benin who has to work instead of go to school.

Active Marketing Group (AMG), a division of the Active Network, hires Rob Powell as director, business development, integrated marketing sales. Powell will work directly with corporate brands to develop and execute advertising and marketing campaigns through integrated online and offline platforms.

About the Author: Jacqueline Renfrow

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