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Tag : leslie doty

Practice Brand Direct

Key #7 of 10 to Inspiring Action: 10 Keys to the Future of Marketing. Download our summary poster of the 10 Keys here.

One of the best things about doing my Inspiring Action Interviews has been the opportunity to have deep conversations with several of my most successful clients.

These are the CMOs that CEOs worship – marketers who have been highly successful again and again.

A common theme came up as we talked about the formative experiences we’d shared.


“Since that time I’ve been what you’d call a Brand Direct marketer.” – Ty Shay, CMO LifeLock

“That methodology has become the methodology I’ve applied ever since.” – Leslie Dukker Doty, CMO the Reader’s Digest Association

I first wrote about “brand direct” publicly almost twenty years ago. Since then the direct economy has taken over our lives, and just about every industry has been disrupted by it. This has mostly been a very good thing for me, as our clients over the past two decades have been doing more than their share of the disrupting.

Drowning in data, today’s marketers cry out for coherence. Even with programmatic trading desks, dashboards and optimizations, incremental improvements are only detectible to sophisticated machines.

Significant, meaningful, ongoing improvements in marketing efficiency are still possible, however. They simply require more than mere visual and verbal consistency.


The answer begins with a journey of discovery. The path of that journey is the customer journey itself. Together, we learn to see things from the customer’s point of view, from the prospect’s perspective. We uncover the insight – the inspiring idea – that will change and organize everything.

Then, together, we mine that inspiring idea to accelerate growth by up to ten times. Of course, this also dramatically alters the marketer’s journey!

Let’s alter your journey too!

-Mark DiMassimo, Chief


Inspiring Action Podcast with Leslie Dukker Doty

Leslie Doty was the marketer behind the legendary Citibank AAdvantage Card campaign that won the top Account Planning Group Award, a Gold Effie, and was recognized by the Loyalty Marketers Association as the campaign of the decade. That campaign, created with creative director, Mark DiMassimo, was the seed that helped launch DiMassimo’s fledgling agency, nearly two decades ago. The journey of discovery to the inspiring idea behind that campaign was the seed from which the Inspiring Action approach that Doty and DiMassimo share has grown. As colleagues and friends, Leslie and Mark have achieved many things as partners in inspiring action. Fast forward 19 years and the agency that Leslie undoubtedly helped take liftoff has long since named a conference room in her honor, and what better title for the plaque than the “Leslie Doty Dukker Center of Inspiration”?

Leslie’s extraordinary resume includes stints as the Senior VP at MasterCard Advisors, Managing Partner of DiMassimo Goldstein, Corporate Vice President at CVS health, and now as the Chief Marketing Officer and President of Reader’s Digest Consumer Services, Inc.

In this very special episode of the “Inspiring Action Podcast”, Leslie and Mark revisit their time working on Citibank’s AAdvantage card, an experience that both call transformative in their careers. Listen in as Leslie tells Mark about the defining moment in her career when she became a marketer, and how a great insight can turn into an award winning campaign.