After a creatively disappointing year for direct marketing, Rory Sutherland wonders if the sector would benefit from a greater sense of purpose. Before I sat down to write this direct marketing review of 2004, I asked a few industry folk to e-mail me the year's significant stories.
DDB has launched a Rapp Collins office in Mumbai and will open a Tribal DDB shop in the city in January 2005, to strengthen its integrated marketing offer in India. Working with DDB's partner agency, Mudra Communications, Rapp Collins has begun work on the Air France business.
Electronic Arts, the computer games software manufacturer, is holding a pitch for a direct marketing agency.
Direct marketers must be pretty used to being patted on the head by their patronising advertising cousins and reminded how far DM has come over the past 15 years.
MediaCom is setting up a specialist division to help its clients understand and build relationships with Britain's ethnic groups.
Though early research failed to impress, the NMA makes grand claims for newspapers. July 2002: All but one (the Financial Times) of the UK's national newspapers decide they need a bureau to market the medium to the advertising industry - they hope it can do for them what the Radio Advertising Bureau...
The Commercial Television Companies marketing initiative is to launch in January, when it will reveal a name, identity and action plan.
The latest league table of direct marketing agencies, covering 2002-3, shows a few outfits outperforming the market against a sector down overall.
Direct planners have evolved as direct marketing takes on more responsibility for brand building from ad agencies, four senior direct players say.
Robin Hicks asks direct marketers what should be done to shed DM's tag of Britain's most irritating customer service industry.
Welcome to the first incarnation of a new element in Campaign in which we invite experts to burrow beneath the surface of the catch-all that is "digital". Google, Isobar Mobile, JWT London, LBI and MBA share their insights on mobile.
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