Cover Story: Direct Marketer of the Year: Pegg Nadler
"Pegg is a continual learner," Grossman says. "She is always asking questions. And so, when she's faced with whatever today's surprise is, business surprise, she can go back to that knowledge store of hers and pull from it. Also, she's a really good manager. People work for her for extended periods of time. I think that there's something to be said for being a good manager; I don't think it's all that easy.
"I also think that in the competitive world of database marketing … she's done extremely well because she earned it," Grossman adds. "… She has this … strategic ability, as opposed to a tactical functionality. She's able to look at the big picture. [The] big picture is, 'What I want to accomplish.' And then she can go down and look at all of the different issues she has to address to see whether or not she can accomplish it. … I certainly think it's helped her move forward."
What It Is, What It Was and What It Shall Be
Nadler is called on to speak to industry leaders and college students alike, and often gives them the same introduction to the craft.
"Direct really demanded a response," Nadler says of the historical difference between direct marketing and generic advertising. "Because you could actually track who was buying what and when. And, of course, database marketing then allowed us to ramp this up a notch, because we could be tracking what that individual customer was buying over time.
"I just feel that we've made a quantum leap, and I actually talk about database marketing being the great leap backward," she says of the current state of database marketing. "Because I've always said that database marketing has allowed us to get to that personal level, which, of course, is how all business transactions started years ago. [The transactions like] mom and pop shops knowing what color you liked and when you went out to buy a dress and what your favorite ice cream flavor was. But, as I said, with the lowering of processing and technology costs, we are finally able to really improve our marketing to where everything is going to be measurable and really everything's going to morph into direct. Which is why we're calling it integrated marketing. I mean, even NYU, in their advanced program for direct marketing, they changed the name to integrated marketing to really reflect what was going on."