A Direct Marketing Agency - Helping Brands Acquire and Retain Customers

A recent article from Marc Brownstein in Ad Age struck me as “right on”. He asserts that “the new media that we live with today has forced us to go back to our roots and remind us of what business we are in: ideas. Any kind of idea.”

When the restrictions of where the creative will be seen are lifted, the ideas can center on solving the marketing issue. Because agencies are no longer focused on finding an idea to fill a prescribed “where”, creatives are feeling liberated and are coming up with ideas that can go anywhere.

Having worked in the DM world for most of my career where TV was never King, this change isn’t as dramatic as it might be for some others, but the expansion of media possibilities has opened the doors wider for DM creatives too. It’s exciting to brainstorm ideas that solve a marketing problem and can be applied to anything we can dream up. The best idea is one that’s well developed and that’s what we’re getting in today’s environment.

As Brownstein says “Creatives are having more fun. Clients are getting better work. And, ultimately, advertising will continue to be relevant and effective for years to come.”