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The Legends of Direct Response

Collette Liantonio, President of Concepts TV Productions, Jack Kirby, President of DRTV Agency Services at Havas Edge, Richard Stacey, President, CEO & Founder of Northern Response (International), Ltd., Katie Williams, President of Ideal Living, and AJ Khubani, Founder, CEO & President of TELEBrands, gathered for ERA D2C’s “Keynote Lunch: The Legends of Direct Response.”

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This panel of DR heavy-hitters provided great insight into future forecasts, current trends and overarching decades-long industry perspectives. A lively debate ensued over topics including the preeminence of digital strategy versus the continued importance of traditional television. Recent successes with Draft Kings, Woof Washer 360, and Colorama Books were highlighted. The panel largely concluded that while content will remain king, marketers need to respond to the challenges of all evolving DR channels. Williams noted that service to consumers and also to the community at large should be stressed.

Liantonio, who moderated the panel, asked the other DR Legends what path they might’ve taken if not direct response. TELEBrands’ Khubani remarked that he might’ve been a cab driver, since he’d weighed between purchasing a medallion or taking a gamble with a DR print ad in The National Enquirer. This received quite an audience response, with many joking that if Khubani had started as a cabbie, he might’ve ended up founding Uber.

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