DMNews is the leading publication for information about the agency world. This initiative, our regular departments like The Work and Nailed It, and the annual John Caples International Awards, are part of DMNews' mandate to show top marketing executives the exemplary work coming from direct agencies. DMNews also creates several Essential Guides annually, as well as special features such as the recently published "30 Under 30" special section on DMNews.com.
4 | DmneWs | April 5, 2010 | www.dmnews.com postal USPS formally aSkS Prc aboUt five-day delivery P6 social bUddy media’S ceo on USing Social for retention P12 moBile marketing have aPPS rePlaced SmS camPaignS? P21 FTC reviewing kids’ privacy rule DMNews prepares second Agency Business Report By Frank Washkuch : Nearly a decade after it went into effect, the Federal Trade Commission is asking consumers and industry stakeholders DMNews is looking for feed- whether its Children’s Online Privacy back from direct and digital Protection Act Rule (COPPA) should be marketing agencies for its second updated for the mobile age. The agency is asking consumers and annual Agency Business Report. members of various Web-based industries The magazine has prepared a question- whether mobile and interactive technolo- naire that covers all aspects of the creative gies, automated data collection systems and agency business, from nuts-and-bolts infor- geolocation data, among other tools, have mation such as office locations and top made the regulation outdated. executives, to opportunities for bragging “There was a sense within the agency rights such as top clients and key campaigns that technology has changed significantly, from 2009. and that children’s use of technology has Last year’s Agency Business Report cov- changed within the past five years since ered more than 70 key agencies from all we did our last rule review,” said Phyllis facets of direct marketing. Agencies are not Marcus, senior attorney at the FTC. “It ranked: Boutique agencies will be asked wasn’t spurred necessarily by public request, The FTC revisited the rule in 2005 without changes, but new developments rekindled interest the same questions as holding company but there are a number of advocates who subsidiaries. Companies of all sizes and have expressed concern that it might need In 2005, the FTC determined after a DC, is scheduled to end June 30. However, capabilities discuss how they leverage the to be expanded to take into account new public comment period that no changes to the FTC has not determined a timeline wide swath of accountable marketing tac- marketing techniques.” the rule were needed. for changes or implementation, according tics to grow their clients’ businesses. COPPA, which became effective in April Michael Becker, North American man- to Marcus, who said it could be a “lengthy DMNews is the leading publication for 2000, regulates the operators of Web or aging director of the Mobile Marketing process.” information about the agency world. This online services aimed at children under 13, Association, said that if the FTC deems The FTC has targeted marketers who initiative, our regular departments like The or those that knowingly collect personal changes to the rule are necessary, it will have improperly collect consumer information Work and Nailed It, and the annual John information from children that age. The to clearly define which mobile functions in the past. Last year, Sears Holdings settled Caples International Awards, are part of rule deems that online operators must notify it is addressing. with the FTC after the agency charged it DMNews’ mandate to show top marketing parents and get their permission before col- “There is a lot to mobile, a lot of moving with failing to adequately disclose the executives the exemplary work coming lecting data from children. The regulation parts and a lot of factors. When COPPA amount of consumer personal information from direct agencies. DMNews also creates also requires that site operators, including was created, it was created for the Web, it collected with a downloadable software several Essential Guides annually, as well as marketers, keep that data secure. but when we look at mobile, there are mul- application. special features
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