One of the joys of writing for Campaign is receiving apoplectic
letters. This last week, the postman has appeared at my desk with at
least three a day, mostly from direct marketing agencies bemoaning the
fact that they were not included in our Top 30 direct marketing agencies
league table (Campaign, last week), some demanding retractions and
grovelling apologies, neither of which we are prepared to offer.
Two notable omissions from the table - OgilvyOne and Wunderman Cato
Johnson - are both part of bigger groups. WCJ is part of Young & Rubicam
and its figures are filed at Companies House within those of the parent
company - as are the results of Landor (design) and Burson Marsteller
(PR). In the same light, the Ogilvy Group figures are the repository for
those of OgilvyOne. So sorry chaps, but the ad agencies in the group
obviously need your sparkling figures to massage their own.
Perhaps I’m being a touch harsh here, but it seems that direct marketing
agencies are quickest to whinge about such matters while, for the most
part, they are reluctant to shout about or show us what they are doing.
Which tempts Campaign to spin the boring line that direct marketing is
little more than the crude, poorly targeted salesman in an envelope we
receive at home and chuck away thinking ’those bastards are trying to
sell me something’.
A thought, particularly for the current crop of brilliant direct
marketing agencies out there: yes, by all means yell when you think
you’ve been dealt a disservice by Campaign, but remember to send us the
evidence to prove that what you’re doing is about to take over the
Show us the work that proves the future is moving in your direction.
Abandon techno-logic for an instant, demonstrate a bit of the creative
zeal of an advertising agency and we might start toeing the line a bit