DMA to Honor Peter Tardif and Oblate Missions at DMA Directo Days Conference

March 29, 2006 — The Direct Marketing Association’s (DMA) Directo: Council for Hispanic Marketing will honor Peter Tardif, director, US Hispanic Market at Direct Holdings Americas Inc., with the DMA Hispanic Direct Marketing Professional of the Year Award, and Oblate Missions with the DMA Excellence in Hispanic Direct Marketing Corporate Award.

Both awards will be presented on Monday, April 3 at the DMA Direct Days Conference, taking place April 3 – 4, at the Marriott Marquis New York. To register or for more information about Directo Day, visit http://www.the-dma.org/conferences/dmadirectodays.

Direct Marketing Professional of the Year Award

The DMA Hispanic Direct Marketing Professional of the Year Award honors an individual who has made significant contributions to direct marketing by targeting the Hispanic segment.

Peter Tardif’s’s current responsibility at DHAI, a leading seller of music and video products in DRTV under the Time-Life brand, is the continued growth and development of the US Hispanic market. In 2001, Peter developed the business plan and championed Time-Life’s efforts to invest in Hispanic market DRTV.

Since then, he has led the effort to develop and source new products, establish operations and fulfillment processes, optimize DRTV marketing investments, and launch new retention media channels to maximize the lifetime value of the Hispanic file. Among the new product successes are La Verdadera Colección del Bolero, Songs 4 Worship En Español, and Lo Mejor del Chavo del 8, which has ranked among the most aired spot promotions on Spanish television. A Spanish language Web site, www.timelifeespanol.com, a package insert program, and telemarketing promotions have been launched to maximize the Hispanic market opportunity.

Tardif earned a BS and MBA from the University of Rhode Island, and is a member of the Operating Committee of the Directo Council.

DMA Excellence in Hispanic Direct Marketing Corporate Award

The DMA Excellence in Hispanic Direct Marketing Corporate Award recognizes a company that successfully reaches the US Hispanic market using the direct marketing approach.

Oblate Missions is the ministry and development office of the US Province of the Missionary Oblates of Mary Immaculate. It came into existence in 1915, as the Mary Immaculate League. It facilitates the acquisition of funds and materials for Oblate missionary endeavors on behalf of the poorest of the poor in the most difficult mission areas around the world.

Oblate Missions promotes outreach and ministry to U.S. Hispanic households. Its Spanish-language database is national in scope and supports an integrated, multi-channel mix of direct mail, promotions, telephone, Internet, magazine promotions, face-to-face cultivation, alternative media, and special events.

Oblate Missions began outbound communications to US Hispanic audiences in the late 1970s. The company’s donor-base communications have been expanded and integrated to provide Spanish language capabilities in new name acquisition, donor renewals, three monthly clubs and planned giving.

The DMA Directo: Council for Hispanic Marketing

The DMA Directo: Council for Hispanic Marketing’s purpose is to educate direct marketers about the Hispanic market and provide support in targeting this segment as well as to promote career and business opportunities for Hispanic members of the direct marketing professional community.

For more information on the Council, its programs, and awards, please visit: http://www.the-dma.org/councils/directocouncil.

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