Field Reports1 May, 2005 By: Thomas Haire, Nicole Urso Reed Response
HSN Viewers Shop With Their Remotes
Donat: We understand all the different media platforms you can use to build a successful company. We look at all aspects — radio, print, TV and how it can tie into a brand experience online. That's where our Web development team in India comes in. I'm typically involved in creative development, both offline and online. We are involved in all aspects, from strategy to creative to production. We understand the hallmark of DR is accountability, and we practice it here daily.
Response: What are your plans for Donat/Wald's future?
Donat: We enjoy and are successful in forming partnerships, getting involved in virtually every aspect of a campaign all the way down to product development. We'd like to get even more deeply involved in product development, bringing products to market — become entrepreneurial partners with clients and work with them from the start. When you develop a product, often you wish you had included marketing components that would have helped from the start. With our involvement in DR, it affords our partners the ability to do that up front.
Masters Series Serves as an Oasis for Thirsty Marketers
RANCHOMIRAGE, Calif. — Building on the success of its 2004 event in the same location, Response Magazine's second annual Masters Series conference drew marketers interested in using direct response from around the nation to the swank Westin Mission Hills Resort on April 8.
The half-day program, which received high marks from attendees who stuck around to network for more than an hour after the day's presentations ended, was packed with case studies of successful DR campaigns from broadband telephone leader Vonage, dental referral giant 1-800-DENTIST, and cosmetics retailer Bare Escentuals.
"All of our speakers gave powerful presentations, and 1-800-DENTIST president Larry Twersky really lit up the room," said Thomas Haire, Response editor-in-chief and the event's master of ceremonies. "After attendees heard the marketers' success stories, our service provider experts really rounded out the whole picture for anyone interested in just how a DR campaign works."
Principals in Respond2, Cmedia, ATC Agency Services Deal Speak Out
In March, Portland, Ore.-based direct response leaders Respond2 and Cmedia joined forces with ATC Agency Services of West Chester, Pa., in a deal that created the DR industry's largest independent full-service agency. The new conglomerate, which boasts combined annual media billings of more than $200 million and was backed during the deal by Chicago-based financier Lake Capital, also includes R2 Entertainment and Montana-based Production West, both part of the Respond2 family.
Recently, Response sat down with the four leaders of the new group — Respond2 and holding company CEO Tim O'Leary, Cmedia President and CEO Michelle Cardinal, and ATC Executive Vice Presidents Marilyn Davis and David Savage (also a member of the Response Editorial Advisory Board) — to discuss how they would move forward as one.
Featured speakers (L-R) Gary Weatherford of Bare Escentuals, Dean Harris of Vonage, DR host Darla Haun, 1-800-DENTIST’s Larry Twersky and retail expert Don Potter gave attendees plenty of food for thought.
Response: What does it mean to be, as your press release states, "the direct response industry's largest full-service agency?"