So what did you think of our new chief? That’s what everyone was asking as they left the opening session at the DMA conference in New Orleans yesterday.
John A. Greco Jr., making his first appearance before his members, gave a good overview of economic and regulatory conditions; he clearly is a quick study. But we were more interested in his plans for the DMA. Just what is he going to do with the 87 year-old association?
For one thing, he is going to review DMA operations and improve them where needed. We bet he makes some hard choices at headquarters.
He’s also going to take a good look at the DMA’s conferences. At a press conference, Greco made it clear that he’ll scratch events that don’t deliver profit and/or value to members. That’s the way a president should think. (We hope he reverses his predecessor’s policy of not releasing attendence figures).
Greco also understands that the DMA has limited resources, and that it should rely more on volunteer power.
Then there’s the apparent centerpiece of the Greco program — a campaign to improve the image of direct marketing. The new leader hopes to collect testimonials and then disseminate them in various ways.
That’s a great idea, although the details were vague. But as Greco said at his press conference, “The status (or that idea) is that words came out of my mouth this morning. We are at square one.”
(We’d love to the DMA take its lead from the beef association, which used to run great TV spots showing James Garner about to tear into a steak and French fries — “real food.”)
Our impression of Greco?
He’s bright, he’s serious, he knows how to listen. And he’s a hell of a nice guy.
He’s just what we need.
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