Direct Marketing SVP sets up her own shop

NEW YORK: Connie LaMotta has vacated a top PR post at the Direct Marketing Association (DMA) to strike out on her own.

NEW YORK: Connie LaMotta has vacated a top PR post at the Direct Marketing Association (DMA) to strike out on her own.

NEW YORK: Connie LaMotta has vacated a top PR post at the Direct

Marketing Association (DMA) to strike out on her own.



LaMotta, formerly the DMA’s senior VP of public relations and

communications, this week opened LaMotta Strategic Communications (LSC).

The agency will focus on image-building and crisis and reputation

management.



The DMA is currently searching for a replacement, but declined to put a

time frame on the search process.



Target clients for LSC will include businesses using direct marketing

and companies in the e-commerce sector, both areas in which LaMotta

worked extensively during her 12-year DMA tenure. The agency will also

concentrate on helping associations build a coherent PR strategy.



’Direct marketing has become such an important part of the marketing

equation,’ she said. ’It’s hard to put together a PR program these days

without considering it.’



LaMotta’s stay at the DMA saw the group’s PR team expand from four

staffers to 12. According to Chester Dalzell, DMA director of PR and

issues management, LaMotta ’played a large role in advancing the image

and consumer acceptance of direct marketing.’



Among the highlights of her DMA tenure was a 1996 campaign to overcome

the perception that catalogs could not deliver merchandise during the

UPS strike. LaMotta also worked with public policy groups, including the

EPA and the FTC. ’We were able to show environmental agencies that they

could benefit from direct marketing campaigns,’ she said. ’We like to

think that we contributed to the development of environmental standards

for the industry.’



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