If competition truly breeds success, there’s no secret why the Bay Area boasts some of the nation’s most accomplished direct marketing companies.
Along with those established companies, newer firms such as Haggin Marketing are emerging as powerful voices in the trade.
Haggin Marketing, which launched in 2001 with 12 employees and now numbers more than 200, is emerging as a powerful voice in the trade. One of Haggin’s executives responsible for its success, Mark Swedlund, has been recognized by the industry for his efforts.
Swedlund, a senior VP, was recently named the 2006 Marketer of the Year by the Catalog and eCommerce Club of Northern California (CeCNC), a recognition of his lengthy contributions to direct marketing.
"It’s always nice to be recognized for your work," said Swedlund, who resides in Sebastopol with his wife and two children. "The CeCNC has been great in promoting our industry here, and to receive this awardfrom them means a lot."
Swedlund got his start in marketing during the late ’70s in Chicago with Kestnbaum and Co., before forming his own consulting company with business partner Jules Sibert.
During the ’80s, Swedlund helped develop new and innovative strategies for direct marketing, the practice of contacting individual consumers to determine effective means of marketing products.
Finding success with cataloging campaigns promoting businesses like Chadwick’s of Boston, Swedlund left his company and joined the marketing firm Foster and Gallagher as senior VP in 1990, before moving out to the Bay Area in 1995 as the president of two of the company’s subsidiaries, Hearthsong and Magic Cabin Dolls.
After leaving F&G, Swedlund started with Haggin Marketing in 2002, bringing his experience to the relatively new company. A small startup when Swedlund joined, Haggin now lists companies such as Dell Inc. (DELL) and Nike Inc. (NKE) among its clients.
Swedlund has helped Haggin develop new marketing theories, such as multichannel, which is the practice of using multiple media channels to reach consumers.
"Everything we practice here can be traced back to what we learned doing catalog campaigns," Swedlund said. "With that said, we’re still learning about the industry, which is the beauty of it — to see the business evolve."