As we age I think we sometimes become more sentimental. The analyst in us looks back and tries to understand what has really changed. My consensus is not really very much. I’ve been in the direct marketing industry my entire career and the questions being asked today are much the same as yesterday. The answers, however, are much more complex — strategic alignment, 360 view of the customer, integrated systems, one channel view, etc. We all wanted these things 30 years ago and we still want them today with few companies (even today) actually realizing the goal. Surprising? Not really when you think about it. Of the companies I’ve worked for some have made a real commitment to customer marketing while for others it is simply the current thing to do and there was no investment. Worse still the digital guys thought they knew all about it and you know that story. This blog is about things observed a while back that are still relevant now.
For her outstanding contributions to the growth and development of the direct marketing industry in canada and the united states.
The Board of Directors of the Canadian Direct Marketing Association, now the CMA (Canadian Marketing Association) elects Barbara Canning Brown to LIFE MEMBERSHIP. Barbara’s efforts to support and grow the direct marketing industry included launching the Canadian Catalogue Council; creating the CDMA ethics committee; launching CDMA mentorship program; launching the CDMA analytics committee with Dave Taylor, Mona Goldstein, Brian Salter and Steven Shaw; launching with Tony Keenan the key strategic Canadian Government initiative to create a “borderless” catalog industry as part of the NAFTA negotiations. The Board of the CDMA noted that without question Barbara’s contribution to governance has been “the most significant to date”.
John Gustavsen, President of the CDMA, noted at a Strategy Magazine luncheon held by the Direct Marketing Association of Toronto that ” Barbara has managed to engage the entire industry in her efforts together with her partners in business including Mona Goldstein of Wunderman, Charles de Gruchy of Salter, de Gruchy, and Marilyn Stewart of Ogily and Mather. We don’t know how to thank her for bringing together such a powerful team!”