Lindsay Hutter

Heather Fletcher is senior content editor with Target Marketing.

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.

"Direct" may be the most controversial word in marketing. Some read it as any marketing that is directly addressable to individual recipients, but, for many others, the word "direct" means "direct mail." Which brings us to Monday morning at &THEN 2016 ...

Almost a centenarian, the Direct Marketing Association is moving quickly to reinvent itself in the smart device age. In this century, the trade association once synonymous with direct mail has evolved to focus on data — whether that data is used to optimize direct mail or any other channel — and most recently completely rebranded its annual conference to a symbol and four letters: “&THEN”

For direct marketers, the Direct Marketing Association (DMA) is the legacy trade association in a sea of upstarts. DMA's been reinventing itself, positioning itself as a data-driven organization. Just before DMA2014, the organization brought Lindsay Hutter on board as its new SVP of communications. Target Marketing interviewed Hutter on Oct. 23. This is the full interview with Hutter, who joins DMA after her years at New York-based PR firm Hill+Knowlton and the National Association of Convenience Stores (NACS).

Lindsay Hutter, the Direct Marketing Association's new SVP of communications, says she'll take a "stoplight" approach to what to change about DMA's communications strategy. She spoke with Target Marketing on Thursday afternoon before departing for the Saturday start of DMA2014 in San Diego

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