February 05, 2002

The Direct Marketing Association's (The DMA) Directo: Council for Hispanic Marketing will present Shelly Lipton, president & COO, Bienestar LCG Communications with its newly created "Excellence in Hispanic Marketing Professional of the Year" award. Lipton will be honored during the Council's 9th Annual Directo Hispanic Marketing Days Conference, which will be held March 7-8 at the Alexander Hotel in Miami.

"The DMA Directo Council recognizes Shelly for his outstanding contributions and long-standing commitment to the advancement of the Hispanic marketplace and the direct marketing industry," said Maurice Herrera, vice president of sales, Hugo Dunhill Mailing Lists, Inc., and chair of The DMA Directo: Council for Hispanic Marketing. "His pioneering spirit is an inspiration to others in the field."

The DMA Directo Council "Excellence in Hispanic Marketing Professional of the Year" award honors an individual with at least 10 years of direct marketing experience who has made significant contributions to the culture, community, and identity of Hispanics in the U.S. as well as the industry and/or marketplace, with breakthrough creativity and/or professional achievement.

A 23-year veteran of the direct marketing industry, Lipton founded LCG Latino in 1989 to develop integrated direct marketing and communications programs aimed at the U.S. Hispanic market. Under his leadership, the company developed and launched Club Música Latina for Columbia House and the first Hispanic relationship marketing program for Pfizer. He also created a Latin American B-to-B direct marketing program for BellSouth and established a Hispanic fundraising program for the American Red Cross.

Lipton served as past vice president of Ad*Net. He was awarded the American Advertising Federation Crystal Prism Award in 1990 for his contribution to public service advertising. Under his leadership, Bienstar LCG received first place in the "Recognizing Excellence Awards" in 2000 for its Pfizer DTC relationship marketing program.

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