DMA hands ad task to Grey Integrated

By MAIRI CLARK, campaignlive.co.uk, Friday, 28 August 1998 12:00AM

Grey Integrated has won the task of promoting the Direct Marketing Association to consumers after a three-way pitch against J. Walter Thompson and LVB DraftWorldwide.

Grey Integrated has won the task of promoting the Direct Marketing

Association to consumers after a three-way pitch against J. Walter

Thompson and LVB DraftWorldwide.



The DMA is planning a major advertising push in October, starting with

press ads in national magazines followed by inserts, direct mail and

radio ads.



The work will focus on the benefits of direct marketing to consumers,

and aims to make them aware of the safeguards which are in place to

allow them to control the volume and nature of the direct marketing they

receive.



A lo-call number on each piece of advertising will enable people to

receive a wide variety of information packs on the subject.



’The tone of voice will be very friendly,’ Martin Bartle, the DMA’s PR

and communications manager, said, ’and will relate the activities of the

direct marketing industry to people’s lives. The DMA has set up lots of

consumer protection tools which have prevented the Government from

placing too many restrictions on us. But if we don’t make information

about these tools public, the next round of Government legislation might

be more strict.’



Nick Velody, the head of advertising at Grey Integrated, said: ’It is an

interesting brief for us. There are few things that touch so many

people’s lives of which they have so little knowledge. One has to

consider this as a launch, as it has never been done before.’



Colin Lloyd, the chief executive of the DMA, added: ’The challenge is to

achieve greater trust and confidence in direct marketing, ensuring the

future of a thriving industry.’



The DMA first decided to launch a public awareness campaign after a

Henley Centre report in 1994 indicated that the direct marketing

industry should make its case to consumers.



A piece of business was awarded to Leybourn Brown Maclean in 1995 but

due to technical problems and internal changes at the DMA, the campaign

never ran.



This article was first published on campaignlive.co.uk

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