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DMA Names GEICO 2010 Marketer of the Year During DMA2010 in San Francisco
San Francisco, CA, October 12, 2010 — The Direct Marketing Association (DMA) today honored GEICO with its 2010 Marketer of the Year Award during a ceremony at the Moscone Convention Center, held during the DMA2010 Conference & Exhibition, the Global ROI Marketing Event.
Each year, the DMA Marketer of the Year award honors either a company or an individual for outstanding achievements in the multichannel direct marketing community. This year, Lawrence M. Kimmel, DMA’s CEO, presented the award to Anne Bodnar, Manager, Database Marketing on behalf of GEICO for their innovations, leadership, and work that exhibits corporate and environmental responsibility.
GEICO’s roots are as a direct marketing company, and that tradition continues in their advertising today. Skillfully using a wide variety of humorous icons and media including print, television, digital, mobile and radio, each communication is designed to build “sales overnight, brand over time.” By fusing brand with entertainment and melding traditional and direct marketing to appeal to all demographics, GEICO has enjoyed continued success.
Past DMA Marketers of the Year:
2009 Best Buy and Zurich Financial Services
2006 Yahoo! Inc.
2005 David Neeleman, JetBlue Airways
2004 Jason Ackerman, FreshDirect
2003 Lowell W. “Bud” Paxson, Paxson Communications Corporation
2002 Shelly Lazarus, Ogilvy & Mather Worldwide
2001 Thomas O. Ryder, The Reader’s Digest Association
2000 Janice Brandt, America Online, Inc.
1999 Jay Walker, Priceline.com
1998 Don Peppers and Martha Rogers, Marketing 1to1/Peppers & Rogers Group
1997 Susan Hendricks, Metromail Corporation
1996 Jim McCann, 1-800-FLOWERS
1995 Jack E. Rosenfeld, Hanover Direct, Inc.
1994 Richard Wolter, The Columbia House Company
1993 Jack Miller, Quill Corporation
1992 Jerome W. Pickholz, Ogilvy & Mather Direct
1991 Robin B. Smith, Publishers Clearing House
1990 Richard L. Benson, The Benson Organization
1989 Stan Rapp & Tom Collins, Rapp & Collins Inc.
1988 Walter Weintz, The Weintz Company, Inc.
1987 Rose Harper, The Kleid Group
1986 Alexander C. Hoffman, Doubleday & Company
1985 Harold L. Schwartz, Montgomery Ward & Co.
1984 Henry C. Cowen, The Cowen Group, Inc.
1983 Robert J. Teufel, Rodale Press
1982 David Heneberry, RCA Selecta Vision Video Discs
1981 Joseph Sugarman, JS&A
1980 Leon A. Gorman, L.L. Bean
1979 Victor Sawdon, The Sawdon Company, Inc.
1978 Robert B. Clarke, Grolier Enterprises, Inc.
1977 Nat Ross, Lincoln Graphic Arts, Inc.
1976 Lou Kislik, Publishers Clearing House
1975 Cornelius Keating, CBS/Columbia House
1974 Joan Manley, Time-Life Books
1973 Joseph Segal, The Franklin Mint
1972 Jerome S. Hardy, The Dreyfus Fund
1971 Herman “Sonny” Schwartz, Fingerhut Corporation
1970 Leonard Carlson, Sunset House
1969 Walter Hitesman, Reader’s Digest
1968 Raymond C. Hagel, Macmillan Inc.
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About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) is the leading global trade association of businesses and nonprofit organizations using and supporting multichannel direct marketing tools and techniques. DMA advocates standards for responsible marketing, promotes relevance as the key to reaching consumers with desirable offers, and provides cutting-edge research, education, and networking opportunities to improve results throughout the end-to-end direct marketing process. Founded in 1917, DMA today represents companies from dozens of vertical industries in the US and 48 other nations, including nearly half of the Fortune 100 companies, as well as nonprofit organizations.
In 2009, marketers – commercial and nonprofit – spent $149.3 billion on direct marketing, which accounted for 54.3% of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures generated approximately $1.783 trillion in incremental sales. In 2009, direct marketing accounted for 8.3% of total US gross domestic product. Also in 2009, there were 1.4 million direct marketing employees in the US. Their collective sales efforts directly supported 8.4 million other jobs, accounting for a total of 9.9 million US jobs.
The Power of Direct: Relevance. Responsibility. Results.
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