DeLay led group for more than 26 years

Bob DeLay, who led the Direct Marketing Association and its predecessor organizations for more than 26 years, died Feb. 14 at age 96. A cause of death was not provided.

DeLay headed DMA and its predecessors from 1959 to 1984. Inducted into DMA's Hall of Fame in 1988, he played a key role in the launch of the Direct Marketing Educational Foundation in 1966, now known as Marketing EDGE.

DeLay was a U.S. Army veteran and former adverting and public relations professional who expanded DMA's international reach during his tenure at the association. He guided the group through the 1960s as the U.S. Postal Service adopted the ZIP code system. The move proved critical for the direct marketing industry, which relies on mail to reach customers. He also spearheaded a new public relations program for the industry, made numerous radio and TV appearances, and met 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 multi-faceted direct-marketing field," DMA CEO Thomas Benton said.

DeLay was preceded in death by his late wife, Bonnie, and is survived by his wife, Renate, a son and grandson.http://bit.ly/1CIsDVd