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Direct Response Marketing

Field Reports

1 Apr, 2004 Response

Former HSN Executive Guyardo Joins Kmart as Chief Marketing Officer

TROY, Mich. - The New York Times reports Paul Guyardo, former executive vice president for television and marketing at HSN, joins Kmart Holding Corp. as the discount retail chain's senior vice president and chief marketing officer. The appointment was announced by Kmart Chief Executive Julian Day on March 8.

Kmart officials say Guyardo will report directly to Day, the Times reports, and will be responsible for marketing, advertising, promotions and external communications. "Paul brings to Kmart a proven track record of redefining national brands and attracting new customers," Day tells the newspaper.

Guyardo will also work closely with chief creative officer Lisa Schultz and chief apparel officer John Goodman, the Times says.

The announcement came just days after the obstruction of justice conviction of Martha Stewart in a stock transaction case. Her "Martha Stewart Everyday" brand is sold exclusively through Kmart outlets. The company has relied heavily on the brand since coming through a bankruptcy proceeding in 2003.

There is no word, at press time, on Guyardo's or Kmart's plans for the Stewart line or any other marketing measures.

DMEF to Honor Wunderman at DMDNY Gala Dinner

NEW YORK - The Direct Marketing Educational Foundation (DMEF) will honor Lester Wunderman and his eponymous direct marketing agency on May 25 during Direct Marketing Days New York (DMDNY).

Wunderman will be the first recipient of the DMEF Vision Award in recognition of his "uniquely creative and pioneering vision within the direct marketing industry." Wunderman's agency will receive the DMEF Corporate Leadership Award for its contributions to direct and interactive marketing education.

DMDNY is scheduled for May 25-27 at the Javits Center in New York.

OneWorldLive Helps Leigh Valentine Master Customer Retention

Product Name: Leigh Valentine's Non-Surgical Face Lift

DR Marketing Company: OneWorldLive

Offer: Non-Surgical Face Lift System includes: Mask Activator and Powder; Application Brush; Firmalift™; and Skin-Renewal Booster Moisturizer

Offer Description: The Mask Activator and Powder combine to create a unique mask, which tightens and tones face and neck skin, leaving the skin visibly firmer. The mask is applied with the application brush.

For longer-term results, the system includes Firmalift firming face and eye serum, with a breakthrough ingredient, Elastisome. Elastisome is clinically proven to reduce fine lines and wrinkles by up to 57 percent in just 4 weeks.

What the Product Does: The Non-Surgical Face Lift provides a dual-action approach. The Firming Facial Mask (mask activator and powder) provides short-term benefits and produces an immediate tightening and firming of the skin. This treatment works to make users look younger, starting from the very first application. Firmalift works to give long-term benefits and is clinically proven to reduce fine lines and wrinkles by almost 60 percent in just 30 days, while the Skin Renewal Booster hydrates and moisturizes.

Price Point: Two payments of $29.95

Campaign Dates: July 2001-present

Spokesperson: Leigh Valentine is creator of the Non-Surgical Face Lift System. For the past two decades, Valentine has been a beauty consultant and a top executive in the health-and-beauty industry, with such leaders as Revlon, Estee Lauder and Lancome.

Utilizing her years of experience and access to the best technology, Valentine discovered breakthrough ingredients that offer clinically proven results in the fight against aging skin.

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