SHOW REVIEW
Spanish expedition
SALLYHOOTONreportsonindustry
eventslastmonthinMadrid.
Internationalmarketers Marketing),togetherwithsilver (FIMAC),whichwillprovidea SpanishDMA–FECEMD
gatheredinSpain’scapitallast sponsor,JetRepublic. networkingplatformandforum (FederacióndeComercio
monthfortwodaysofdebate, Acceptingherglasstrophy, forprofessionalstodiscuss ElectrónicoyMarketingDirecto)
followedbyasurprisingly Rinassaid:“Thisprizeisa andexchangepan-European inpartnershipwithnational
entertainingawardsgala. greatrecognitionofDHLGlobal marketingexperiences,focusing postalservice,Correos.
Whilesomeawardsevents Mail’shigh-qualityservicesand oninteractivecampaigns. Thespeakerline-upincluded
canbetediousforthosewho ourstrategicfocusondirect Later,membersofthe Spanish,BritishandAmerican
aren’tcontenders,theSpanish marketingasarevenuedriver, bi-annualIFDMAsymposium marketingluminariesand
turnedtheirannualIMAN evenduringthecurrent gathered(International featuredamotivationallecture
ceremonyintoawell-attended economicdownturn.” FederationofDirectMarketing fromthegentlyhumorous
delightforall,withhumourtop Associations)todiscussdirect EdwarddeBono–aMaltese
oftheagenda.Alongsidea Aroundtheworld mailinthedigitalage,education, authorof70booksoninnovation
verylivelycomedicMasterof DayOneofthegatheringin growthandlegislationissues andcreativity.
Ceremonies,threemarketers’ Madridopenedwiththefirstof –chairedbyArgentina’sMary Hedeclared‘inadequate
motherswerechosentogive theyear’sFEDMAListCouncil Teahan.Therewerepresentations thinking’tobethebiggest
outthegongs–planstogetall Breakfastmeetings(thesecond bytheUniversalPostalUnion’s problemfacingmodernsociety
thewinners’motherson-stage ofwhichwillbeheldinOctober RaquelFerrari,fromSwitzerland, butaddedthat,fortunately,
hadtobescrappeddueto intheUS),attractingmore andJoostVanNispenofICEMD, everyonecanlearntobemore
organisationalproblems. than30membersfrom theSpanishInstituteforDirect creative–thetrickistolookat
Themadreconceptwas countriesincludingAustralia, andInteractiveMarketing. thingsdifferentlyinorderto
theconclusionofapromotion Argentina,SouthAfrica, IFDMA’ssecondsymposiumwill generatenewconceptsandideas
whichpokedfunatmarketing Belgium,Chile,Denmark, takeplaceduringtheUSADMA09 ...whichisclearlyjustwhatthe
jargon,usingtheslogan:‘If France,Germany,Italy,Japan, eventinSanDiegoinOctober. Spanishdidwhenplanningthis
yourmotherdoesn’tunderstand, Latvia,Portugal,Spain, DayTwosawanexcellentfull year’smost
it’simpossibletobeproudofyou’. Sweden,theUKandtheUSA. conferenceprogramme(with enjoyable
Attheawardsevent,the FEDMAdirectorgeneral simultaneoustranslation conference
winneroftheinauguralFEDMA AlastairTempestgavean facilities)foranaudienceofmore andawards
andHolmenPaperDirect updateondataprotection than300,organisedbythe events.
MarketeroftheYearAward regulations(page41)andthere
wasrevealedbyMichael wasdebateaboutenvironment
Leander,chairmanofthe pressuresandtheliberalisation
judgesandthefirstheadofthe ofpostalmarkets–bothissues
newly-formedFIMAC(ofwhich, which,Tempestsaid,“willsee
morelaterinthisreport). enormouschangesforour
Leandersaid:“Thejury industryinthenextfewyears.”
choseDrDianeRinasfroma Hiswordswereechoedby
numberofhighlyqualified USADMAvice-president,global
Europeandirectmarketers,all compliance,JodieSangster,
ofwhomhaveaccomplished whopresenteddetailsof
remarkableachievementsin updatedDMAcodesofpractice
thefield.WeagreedthatDr andstressedthatapolicyof
Rinas,seniormarketing transparencywasparamount.
Top:DianeRinaswiththeFEDMA
manageratDHLGlobalMail, Therewerealsoinformative
andHolmenPaperDirectMarketer
deservesofficialrecognition casestudiespresentedby
oftheYearAward,astunningglass
fromwithintheindustryfor sponsorsAndreasBoo,ofthe
trophydesignedbyLatvia’s
herconsistentlyhigh Swedish-headquartered
MarketingHouseagency.
performanceintheplanning HolmenPaper
Above:Themostentertainingof
andimplementationof (www.holmenpaper.com)and
awardsceremonies–completewith
internationaldirect Portugal’sBernardod’Oreyof
threemarketers’mothersassurprise
marketingcampaigns.” JetRepublic
presenters,withalocalcomedian
HolmenPaperwasthe (www.jetrepublic.com).
asMasterofCeremonies.
mainsponsorofthenew Newswasalsogivenofthe
Right:Thebearandmadroño
FEDMAaward(Federationof formationofFEDMA’s
(strawberrytree)statueinthe
EuropeanDirectandInteractive InteractiveMarketingCouncil
PuertadelSol;asymbolofMadrid.
36 June2009 www.dmi-news.com
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