The Direct Marketing Association’s purchase of a Brazilian database marketing group and its hiring of Young and Rubicam to launch a consumer education campaign were two of the highlights of H. Robert Wientzen’s remarks at the opening session of the DMA’s 83rd Annual Conference & Exhibition. Wientzen delivered his speech Monday morning in New Orleans.
The DMA will acquire the Brazilian Institute for Database Marketing, based in Sao Paulo, which provides database and interactive marketing training. As part of the effort, the DMA will establish a scholarship fund for direct marketing students in Brazil.
The initiative with Young & Rubicam is designed to counter the effects of negative news and public opinion. According to Wientzen, the campaign will: set the record straight; change consumers’ mindset about privacy; let them know how DMers use marketing information; and how the consumers themselves benefit.
Network
