As the popularity and profile of direct marketing increases, so too does the scrutiny it comes under.
That’s why Connie LaMotta has left her post as the Direct Marketing Association’s senior vice president for public affairs and communications to become a strategic communications consultant.
Her new venture, New York-based LaMotta Strategic Communications, will specialize in helping clients deal with public relations crises, such as attacks from privacy watchdogs. She says she’s been thinking for quite awhile about starting her own firm, and given DM’s increased visibility, the timing seemed right. The DM business, LaMotta notes, has matured to a point that it has to worry not only about the financial bottom line but also how it’s viewed by the public.
“The time seemed right to walk up to the line. I like the industry and wanted to keep working in it,” she says. “I’ve often been approached by people [in DM] for my opinion when they’ve been in hot water with the media.”
The new firm’s initial clients include a media company – currently in crisis – and a best-selling business author outside the DM industry, who is conducting PR-based research for a new book.
The DMA’s annual conference later this month in Toronto should be an unusual experience for LaMotta, who will be an attendee, rather than a representative of the sponsoring body.
“It’s going to be fun,” she says. “I’ll be like any other vendor looking at the marketplace and potential clients.
“And, for a change, I’ll have a chance to go to a few parties and enjoy myself.”
LaMotta was with the DMA for 12 years. Her accomplishments at the association include launching the DMA’s Shop-at-Home consumer information campaign and a consumer Web site (www.shopthenet.org). She’s also done on-camera interviews representing the DMA on such programs as “Good Morning America” and “The Today Show.”
“Connie has the drive, focus and strategic vision that will be an asset in launching her new venture,” said DMA president and CEO H. Robert Wientzen in a statement. “All of us at the DMA wish her well.”
Her friends in the DM trade press echo those sentiments. Good luck, Connie.
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