To Honor Jerry Cerasale and the Contributions He Has Made for Us

Next month will mark a new beginning for Jerry Cerasale, a man whose countless contributions to marketers over the past four decades have served us immensely. After a career of public service and advocacy on behalf of direct marketing, Jerry is about to start a next chapter—more time with his family endeavors on his schedule, not those of Congress, the U.S. Postal Service or the Direct Marketing Association and coalitions in which he has represented us so brilliantly

Next month will mark a new beginning for Jerry Cerasale, a man whose countless contributions to marketers over the past four decades have served us immensely. After a career of public service and advocacy on behalf of direct marketing, Jerry is about to start a next chapter—more time with his family endeavors on his schedule, not those of Congress, the U.S. Postal Service or the Direct Marketing Association and coalitions in which he has represented us so brilliantly.

For those of us who know Jerry, we know this moment is sweet. He is a gentleman who always seems to know the score on Capitol Hill and elsewhere. Though it may be impossible to know outcomes on public policy debates with any certainty, since his joining the Direct Marketing Association’s government affairs team, we’ve had someone who is able to shape that policy or influence it in a manner that has advanced our professional practice—and to do so with fairness, clarity and a knack for building consensus. In each occasion, importantly, Jerry has also articulated how marketing ultimately serves the needs of customers and consumers, and a well-functioning, competitive and innovative marketplace. All the time, he’s engaged DMA members—and given us opportunities to participate in the lawmaking and policymaking process as citizens and as members of our business community.

Jerry first joined DMA in 1995 as senior vice president, government affairs, and had led the charge of DMA’s contact with the Congress, all federal agencies and state and local governments. There has not been a single issue – postal, privacy, the environment, use taxes, telemarketing, data security, commercial free speech, sweepstakes—where his advice and counsel has not been spot on. Not only has he been our voice before Committees of Congress, he has testified before both the Federal Trade Commission and the Federal Communications Commission on these and other direct marketing matters. We may not win every marketing battle, but Jerry always builds good will, because of his demeanor and respectfulness.

Prior to joining DMA, Jerry was an effective public servant—where he was the deputy general counsel for the Committee on Post Office and Civil Service, United States House of Representatives. He also served for 12 years at the Postal Rate Commission as legal advisor to Chairman Janet Steiger, and also as special assistant to the Commission. He was an attorney advisor to Federal Trade Commission Chairman Steiger in her service there. Prior to the PRC, he was employed in the law department of the Postal Service. Jerry also is a veteran of the U.S. Army, where he served our country from 1970 to 1972. He is a graduate from Wesleyan University (Middletown, CT) and earned a law degree from the University of Virginia School of Law. He is the recipient of the Silver Apple and the Mal Dunn Leadership Award from the New York Direct Marketing Club and a lifetime achievement award from the Continuity Shippers Association—accolades that are prestigious, but only begin to tell the tale of Jerry’s stewardship in our field.

But what I love most about Jerry is his loyalty to wearing “Save the Children” ties as he goes about his professional work—because social responsibility always seems to be part of who he is—and always will be, no matter what his schedule. For that I am truly grateful, “Thank you, Jerry” from all of us.

Author: Chet Dalzell

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the ANA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

3 thoughts on “To Honor Jerry Cerasale and the Contributions He Has Made for Us”

  1. The direct marketing industry has benefited materially from its association with Jerry Cerasale.

    Without Jerry’s leadership, I have no doubt that direct marketers would face much broader state and federal regulations governing the use and sharing of personal identifiable information.

    Jerry’s advocacy on behalf of the DMA has resulted in keeping direct marketing lawful in all 50 states.

    For those who have followed Jerry’s career over a period of decades, his work on behalf of direct marketers went far beyond direct mail. To be specific, while representing the DMA in Washington, DC, Jerry helped to refine the CAN-SPAM of 2003, which paved the way for multi-channel marketing, and the data-driven economy that we have today.

    Jerry, thank you for your service.

  2. Jerry Cerasale was the best and most effective leader and advocate for DMA and the industry it represents. Period. We all know that as fact. But as someone who served under Jerry during very trying times, it was the man himself that shone most brightly. He cares for people. You know it within 5 minutes of meeting him. He is, in simple parlance, "a good guy". God bless jerry, Jan and their family and go Sox.

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