Brian Cowart

Thorin McGee is editor-in-chief and content director of Target Marketing and oversees editorial direction and product development for the magazine, website and other channels.
Heather Fletcher is senior content editor with Target Marketing.

What makes a professional the 2019 Marketer of the Year? It’s more than them earning your respect. Target Marketing is looking for brand marketers — not vendors or agency professionals — whose careers embody everything that’s great about marketing. We also want your nominations for the brightest Rising Stars.

It's a phrase Brian Cowart probably says a lot: "I'm sorry I made you cry." It's not that the senior vice president of national direct marketing for ALSAC/St. Jude Children's Research Hospital is mean. It's that Target Marketing magazine's 2011 Direct Marketer of the Year is such an effective communicator about his organization—which works to cure children of cancer and other catastrophic diseases—that listeners' tears just come naturally.

One of the things you notice when you cover the direct marketing industry is just how many people in it feel that this is what they were meant to do with their lives. They, and hopefully you reading this, feel passionate about it.

It's been the year of integrated marketing, and nothing proves that more than GEICO's appearance on our annual list of the top 50 direct mailers. You've probably seen so much of GEICO's gecko, cavemen and the googly-eyed stack of money that you're not surprised to see it anywhere now. But it's been five years and about $5 billion in revenue since the TV-slick and Web-savvy insurer last mailed enough to make the list.

Humanitarian organization CARE never has been one to beat around the bush when it comes to telling the world its message. And in January, this nonprofit sent out a direct mail effort that's a clear-cut example of its forthright attitude (Archive code #605-171594-0501). On a double-window, 4" x 8" gold envelope—with a tactile quality like the paper packages you might imagine food deliveries arriving in via mail—the messages "URGENT NOTICE!" and "Please Open Immediately!" beseech in red ink. Inside the sparse outer is a pink BRE and two 7" x 73/8" sheets of paper, both perforated across the center, with a very

By Abny Santicola Sending out direct mail appeals that stress time sensitivity is a successful approach for many nonprofits in need of funds. But, for large organizations with broad missions, maintaining the messaging of such packages—while drawing attention to catastrophes—can narrow the organization's image and obscure the plights of lower profile, everyday battles. International-humanitarian organization Care recently took this dilemma head on, dropping a package in mid-July, that surfaced in the Who's Mailing What! Archive the same month (605CARUSA0704X). The package, designed by international-marketing and communications firm Domain Group and sent to zero- to 24-month donors, is a departure from Care's usual mailings

More Blogs