The DMA Calls On Direct Marketers To Help Fund Ad Council Anti-Terrorism Campaign

NEW YORK, February 14, 2002 – The Direct Marketing Association (The DMA) announced today that it will spearhead a direct marketing coalition that will help raise funds to cover the hard costs of The Advertising Council’s "Campaign for Freedom" effort. The goal of the campaign is to unite the marketing world with the nation’s effort to help keep the country strong in the wake of the terrorist attacks.

Traditionally, hard costs such as talent fees, duplication, postage, and database services have been paid by the Ad Council from donations made by major corporations. However, after the tragic events of September 11, DMA President & CEO H. Robert Wientzen approached the Ad Council with the concept of using direct marketing efforts to fund the costs involved with the campaigns being developed to inform, involve, and inspire all Americans.

"For the first time, the Ad Council has turned to people who comprise the advertising and direct marketing industries to support the backend costs of these campaigns," said Wientzen. "While this will be a challenging task due to recent cutbacks within the advertising and marketing communities, The DMA is proud to offer direct marketing to aid in this unprecedented effort in creating something bigger, better, and bolder than before."

"The marketing community understands the power of advertising to restore American confidence and spirit to help the country win the war on terrorism," said Advertising Council President & CEO Peggy Conlon. "We are gratified that The DMA came forward to support these important messages which will help keep this country strong."

The DMA recruited Wunderman to handle and develop the direct marketing fundraising appeal. The campaign – set to launch early March – will target advertising, marketing, and promotion agency executives and chief marketing officers at major corporations. A multi-media

approach using, direct mail, e-mail, banner Web ads, space ads, and telephone marketing will

urge all marketers to help their colleagues and country by donating money to cover the hard costs of "The Campaign for Freedom."

"We think the cause is extremely important and we are proud The DMA turned to Wunderman to propel this initiative," said David Sable, president & CEO, Wunderman New York.

The DMA is also encouraging its members to donate their direct and interactive marketing expertise, services, and supplies such as lists, printing, envelopes, media production services, etc., to facilitate the Wunderman direct marketing campaign.

For additional information or to donate services and supplies, please contact Michael Faulkner, senior vice president, segments & affiliates, The DMA at 212.790.1598 or mfaulkne@the-dma.org.

The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 5,000 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States exceeded $1.86 trillion in 2001, including $110 billion in catalog sales and $28 billion in sales generated by the Internet. The DMA's Web Site is www.the-dma.org, and its consumer Web site is www.shopthenet.org.

The Advertising Council is a private, nonprofit organization, which has been the leading producer of public service communications programs in the United States since its founding as The War Advertising Council in 1942. For sixty years, The Council has supported campaigns that benefit all Americans. The Ad Council marshals volunteer talents from the advertising and communications industries to create awareness, foster understanding and motivate action. Ad Council campaigns, such as "Friends Don’t Let Friends Drive Drunk," "Take A Bite Out of Crime," and "A Mind is a Terrible Thing to Waste," have helped save lives and educate the public about issues and concerns of the day, making America a healthier country in which to live. Last year, Ad Council campaigns received more than $1.7 billion in donated media time and space. To learn more about the Ad Council and its campaigns, visit its Web site, www.adcouncil.org.

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212.790.1532/cduffney@the-dma.org

212.984.1964/efisher@adcouncil.org

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