11417: Junk Mail Lobbyist Hired.

Adweek reported the Direct Marketing Association hired a new top lobbyist. DMA President and CEO Linda Woolley gushed, “[The new lobbyist’s] extensive experience with the media and public speaking will prove beneficial to our communication strategy with legislators and journalists—particularly at a time when this industry is in need of widespread understanding and clarity about what we do. We are excited to have her join us at this crucial time for the data-driven marketing industry.” Yes, let’s get a high-priced political mouthpiece to hype the agendas of junk mail practitioners. Heaven forbid direct marketers would be able to persuade people on their own. A 2.74 response rate is great for letter packages, but not so good when trying to sway legislators.

DMA Hires New Top Lobbyist

Peggy Renken Hudson joins DMA at “crucial time” for the industry

By Katy Bachman

The Direct Marketing Association has hired a new top lobbyist. Peggy Renken Hudson will serve as senior vp of government affairs, replacing Jerry Cerasale, who plans to retire at the end of the year.

Between now and the year, Hudson will be working with Cerasale, who is capping off 20-years with the DMA.

There’s plenty to do as the industry fights off increasing calls for new regulations to control the data collection practices of data brokers. The DMA is also part of the Digital Advertising Alliance, which is embroiled in the ongoing Do Not Track debate over consumer privacy.

“Her extensive experience with the media and public speaking will prove beneficial to our communication strategy with legislators and journalists — particularly at a time when this industry is in need of widespread understanding and clarity about what we do. We are excited to have her join us at this crucial time for the data-driven marketing industry,” DMA president and CEO Linda Woolley said in a statement.

Hudson was most recently CEO of Hudson Global Strategies, a small consulting firm. Prior to that, she was vp of federal and international affairs for BP America, leading the lobbying effort for the firm for a number of energy bills. She also brings with her some strong media chops, with a track record in public speaking and TV appearances on C-Span and CNN.