Tony Cox: 2011 MCM Awards Judge

Judge: Tony Cox
Company and position: President at 5th Food Group
Years as an MCM Awards judge: Five years, starting in the early ’90s. Then I took a break, and I am glad to be back.

Q&A

How would you describe your job and what you do?
5th Food Group works exclusively for specialty-food direct merchants to help them plan, implement, and analyze catalog and online marketing programs.

Why do you think you were chosen to be an MCM Awards judge?
I have been in the mail order catalog industry since 1982. I have bought, ran and, and sold a mail order business; worked for one of the largest and most successful direct merchants of specialty food (Omaha Steaks), and have been advising and consulting specialty-food catalogers and online merchants since 1988.

What direct marketing subject could you talk about all day?
The numbers…I love the numbers–from match-back analysis to financial statements, to a good-ol’ fashion squnch report. I love that we can measure and track almost anything in this business and know if our efforts were successful or not.

What excites you most outside the office?
I love snow skiing with my family, hiking in the mountains, and traveling. I am also passionate about volunteer work for organizations the help people with chemical-dependency issues.

What was your first job?
Worked in the stockroom of a gift shop in Dallas, Tx.

In high school, I was:
Skipped classes and “played” in the parking lot.

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