For Immediate Release Contact: Allegra Craig, DMW 610-407-0407, ext. 426 acraig@dmwdirect.com  DMW AND MICHAEL SARAY HISPANIC MARKETING CREATE “VIRTUAL” HISPANIC INSURANCE AND FINANCIAL SERVICES DIRECT MARKETING CAPABILITY

Wayne, PA – May 17, 2004 – The tremendous growth of the U.S. Hispanic market size and spending power is not being overlooked by DMW, a direct marketing agency, and Michael Saray Hispanic Marketing (MSHM), who have joined forces to create a “virtual” Hispanic insurance and financial services direct marketing capability. 

This capability marries DMW’s 20-plus years of expertise in insurance and financial services direct marketing with the extensive hands-on expertise of MSHM’s acculturated Hispanic marketers. The virtual team consists of several copywriters and art directors from both agencies. DMW and MSHM are already partnering on projects for several clients. 

“It is our intention to marry all the things we know that work,” commented Warren Hunter, president and CEO of DMW Worldwide. “As a result we can develop relevant messaging that resonates appropriately with the market and reaches individuals with the right offer, at the right time, through the right channels.”

In just four decades, the U.S. Hispanic market has more than quadrupled in size, from 6.9 million potential consumers in 1960 to more than 35.3 million in 2000. Today there are 38 million U.S. Hispanics representing some 13 percent of the country’s population. With more than one person in eight of Hispanic origin, the U.S. Hispanic population is now the single largest ethnic group in the U.S., surpassing African Americans. 

According to new estimates from HispanTelligence®, the research division of Hispanic Business, U.S. Hispanic purchasing power reached nearly $600 billion in the second quarter of 2003. This figure represents an 11 percent increase over 2002. The Selig Center for Economic Growth at the University of Georgia reports that Hispanic spending power is expected to grow to nearly $1 trillion in five years. 

“There are solid and lucrative marketing opportunities within the growing Hispanic market,” said Michael Saray, MSHM president. “But if you’re a direct marketer, or if you want to include direct marketing in your mix, there just aren’t many places where companies can turn for the specialized combination of Hispanic direct marketing skills and consumer insight needed to successfully tap into this dynamic market. That is, until now.”

Hunter, who leads the DMW staff that has become nationally known in all facets of insurance and financial services direct marketing, has been instrumental in the launch of direct marketing efforts for a cross section of companies using multimedia advertising, database marketing methods, and multichannel distribution. 

DMW currently serves 13 Blue Cross plans and 16 insurance and financial services leaders including BlueCross BlueShield of South Carolina, Anthem Blue Cross and Blue Shield of Connecticut, The Hartford/AARP, Juniper Financial, AIG American General, and USI Insurance, to name only a few. Hunter is a founding member of the DMA’s Direct Marketing Agency Council and has been active in the Financial Services Council of the DMA for more than 20 years. 

Saray is one of the first direct marketers to enter the Hispanic market and has spent the last decade focusing on all aspects of direct marketing to U.S. and Latin American Hispanics. During this period he has acquired more than 600,000 new customers from U.S. and Latin markets, generating more than $30 million through direct marketing activities. He is the chair of the 2003 and 2004 DMA Directo Days conference and chairs the DMA’s Hispanic Council. 

“The virtual agency arrangement we’ve created allows us to combine the best of our specialized skills to develop successful insurance direct marketing offers. Offers that fill a rapidly growing need in the Hispanic marketplace,” concluded Hunter. 

About DMW
DMW is a full-service direct response advertising agency with offices in Wayne, PA, and Plymouth, MA. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion. Industries served include insurance, financial services, consumer products, B2B, and non-profit. Warren Hunter, president of DMW, can be reached at 610-407-0407 or via e-mail at whunter@dmwdirect.com. Visit DMW’s Website at www.dmwdirect.com. 

About Michael Saray Hispanic Marketing 
Based in New York City, Michael Saray Hispanic Marketing (MSHM) is a consulting and project management practice dedicated to helping companies in the Hispanic market. The agency provides market research and assessment; strategic and marketing plan development; media strategies; customer contact strategy; campaign planning and execution; and Hispanic infrastructure support to clients including Capital One, U.S. Army, Allstate, Guaranteed Trust Life, and Physicians Mutual Insurance. Michael Saray, president of MSHM, can be reached at 212-807-2780 or via e-mail at michael@michaelsaray.com.