Rewind time. Thirty years ago, direct marketing was the bully that tried to see off effete creativity. Direct marketing was at the down-and-dirty end of marketing. It was a world of fliers, junk mail, personalised letters with lots of underlining, charity envelopes with photographs or tokens inside to stimulate the ‘giving muscle’ and a world of call centres in India bothering you on Sunday afternoon about some alleged problem you might have with your heating bill.
That was how it was and it was bad news.
Because it’s 100 miles away from building a brand and establishing long-term relationships and trust. It lived in the ‘gimme-your-money’ transactional ...
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