19 Sep 2013
Made for TV: how direct has found a new audience
When was the last time you focused solely on watching TV? If you own a tablet or smartphone, then you’ll know TV viewing has transformed from a passive pastime to a dynamic, interactive activity. But how is this trend manifesting itself among consumers in the UK?13 Sep 2013
Want to learn about direct marketing via TV? Watch Made in Chelsea
Don’t laugh, but I was watching Made in Chelsea the other day. I know, I know, it’s abnormal behaviour for a 36-year old man. But I was doing so for ‘research’ purposes after we interviewed Channel 4’s Jonathan Lewis, their head of digital and innovation partnerships. Jonathan was talking about...
30 Aug 2013
BMW, British Airways and Grokker: which offers the best brand experience?
In June, members of the DMA’s Brand Activation Council paid a visit to a Taste of London – the capital’s biggest annual festival of food – to find what kind of experience some of the world’s biggest brands offer to consumers. Here’s part 2 of their report…
29 Aug 2013
Marketing lessons from latest Greenpeace publicity stunt
Greenpeace’s latest guerilla marketing stunt at Sunday’s Formula 1 Grand Prix ceremony raises some interesting issues about advertising censorship and the power of social over TV.29 Aug 2013
British Airways delivers an appetising Taste of London brand experience
In June, members of the DMA’s Brand Activation Council paid a visit to a Taste of London – the capital’s biggest annual festival of food – to find what kind of experience some of the world’s biggest brands offer to consumers. Here’s part 1 of their...22 Aug 2013
Rethink marketing: the myth of channel substitution
As more and more of our day-to-day world goes online, we still relish and prize physical experiences, whether that’s an actual conversation with another person, the feel of a new book, or struggling to get the plastic wrapper off a new CD (!). This is just as true for marketing...09 Aug 2013
Using powerful CRM to change brand perception
Everyone knows that customer relationship marketing is demonstrably brilliant when it comes to driving changes in behaviour. I say that, though not many brands appear to use it that way. Most so-called ‘CRM’ delivers content based purely around relevance as described by relatively...26 Jul 2013
How to win more pitches
For some years the marketing industry has witnessed a variable standard of pitching. Although the overall quality of pitch processes within direct marketing has been high, there are still many opportunities to raise standards for the benefit of both agencies and clients.
10 Jul 2013