In one recent award ceremony, the Direct Marketing Association took home one of the top honors at an industry event.
The DMA, and its marketing agency Eulogy were given the Crisis and Issues Management Award at the 2011 PRCA Awards. The prize was handed out based on its response to the Panorama broadcast, which tackled this issue of so-called "Junk mail." The group came out with a response that highlighted the value of advertising mail.
The DMA's director of communications and insight said that the award was important to highlighting how successful the effort had been.
"Winning this award gives us great recognition for our effective campaign to counter negative perceptions of the legitimate, multi-billion pound advertising mail industry,"Rachel Aldighieri, the DMA’s director of communications and insight, said. The industry wrongly comes under national media scrutiny for its perceived relation to junk mail. It's the DMA's role to counter this wrongful criticism and promote the value of targeted mail to the consumer and business alike."
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