DMA Honors Memory of Robert Delay, Past President and Industry Veteran

(Press release, Feb. 17, 2015) — The Direct Marketing Association (DMA) was saddened to learn that industry veteran Robert "Bob" DeLay passed away on Friday, Feb. 14, at the age of 96. DeLay served as president of DMA and its predecessor organizations for more than 26 years, spanning from 1959 to 1984. Inducted into DMA's Hall of Fame in 1988, he also played a key role in the launch of the Direct Marketing Educational Foundation in 1966.

"As president of DMA for an unprecedented 26 years, Bob's vision for direct marketing transcended direct mail to include all forms of marketing and advertising around the world," said JoAnne Monfradi Dunn, CEO of Alliant and president of the DMA Board of Directors. "As a result of Bob's work, DMA stands as the world's largest marketing trade association. Today, we honor Bob's legacy as DMA fulfills its mission to advance and protect data-driven marketing on behalf of responsible marketers everywhere."

In his capacity as president of DMA, DeLay traveled extensively and delivered speeches in most major cities in the U.S., Europe and Asia. In the 1960s, he led the organization to work closely with the U.S. Postal Service to convert mailing lists with the new ZIP codes. In the 1970s, he spearheaded a new public relations program to establish data-driven marketing as a major marketing medium. DeLay and staff members participated in hundreds of radio and TV appearances, including "60 Minutes." Recognition of this "major new advertising medium" brought several White House invitations and visits with three U.S. presidents.

"Bob has left an indelible mark on DMA through his leadership and vision that guided the association through remarkable growth and global expansion as the definition of direct marketing evolved to represent the entire multifaceted direct-marketing field," said Thomas Benton, DMA CEO. "Under Bob's leadership, DMA adopted its self-regulatory Guidelines for Ethical Business Practice and consumer choice programs that continue to this day. I am proud and humbled to be carrying on Bob's legacy as DMA continues its leadership role advancing and championing the ever-evolving data-driven marketing community."

DeLay was also the co-founder of the Direct Marketing Educational Foundation (now Marketing EDGE), which continues to provide education and mentoring to college students interested in a direct marketing career. He served on the DMEF board for 36 years.

"Marketing EDGE, formerly known as the Direct Marketing Educational Foundation, was created thanks to the passion and commitment of professionals who were at the forefront of this great field," said Marketing EDGE President Terri L. Bartlett. "At the helm stood Bob DeLay galvanizing resources to support the future of our field through this nonprofit organization. I know I speak for so many in expressing sadness, knowing he is no longer with us. At the same time, how fortunate I am, and we are, to have known him and experienced his passion for this field. His legacy continues through the work we do day in and day out."

Bob DeLay was born in Beresford, South Dakota, in 1919, and spent his school days in Wessington Springs, South Dakota. He graduated from South Dakota State University in 1941 with a bachelor's degree in journalism. He was ordered to military duty six days after graduation and entered active duty as 2nd Lt. U.S. Army Infantry. He spent nearly five years in the Army, including two years' combat duty in New Guinea and the Philippines. He was awarded the Bronze Star, and left the service as a Lt. Colonel.

After spending 13 years in advertising and public relations in positions with companies in Davenport, IA, Louisville, KY, and Chicago, DeLay became president of the Direct Marketing Association in March 1959. He headed the organization for 26 years, expanding it internationally, and helping to develop DMA into the world's largest marketing trade association.

In semi-retirement, DeLay edited and published The DeLay Letter, a direct marketing newsletter, for 13 years from his home in Westport, CT. He retired in 1998 to Tucson, AZ, where a memorial will be held next month. He was preceded in death by his late wife, Bonnie, and is survived by his wife, Renate, his son Stephen Michael, his daughter-in-law Kristine, and his grandson Stephen Michael Jr.

Burial will be at St. Wilfred's Catholic Cemetery in Woonsocket, SD. In lieu of flowers, donations can be made to the Entrepreneurial Fund at MarketingEDGE, 1120 Avenue of the Americas, 13th Floor, New York, NY 10036.