[This article appeared in a supplement to Strategy sponsored by Loyalty Management Group.]
Don Cochrane joined Loyalty Management Group Canada in April 1992, and is directly responsible for the enrollment and fulfillment process, air miles clearing and crediting, plus database development and management.
He came to Toronto from the u.k. in 1981 and spent three years at Eaton’s Advertising.
In 1984, Cochrane entered the direct marketing world with the then ad agency, Stone & Adler (now Wunderman Worldwide.)
His approach to business caught the eye of Ogilvy and Mather Direct, where he served as director of operations & production.
This period saw the introduction of ‘database’ as a strategic marketing tool around which O&M Direct designed and executed sophisticated activation and retention programs for clients such as Royal Trust, Glaxo, and American Express.
Most recently, Cochrane served as director of operations and production for Grey Direct.
While at Grey, his responsibilities included database and production management for North American Life Assurance Co., California Wine Institute, TD Bank, Procter & Gamble and Gerber.
