CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

I have noticed an epidemic of letters, articles and features written by marketing folk from both sides of the fence (client and agency) marvelling at the fact that they have been misidentified by direct mail. ’They thought I was a mum,’ announced one portly male from a direct marketing agency.

I have noticed an epidemic of letters, articles and features

written by marketing folk from both sides of the fence (client and

agency) marvelling at the fact that they have been misidentified by

direct mail. ’They thought I was a mum,’ announced one portly male from

a direct marketing agency.



’They called me John, not Jonathan,’ said another. The latter wrote a

letter of such a revelatory nature that both Marketing and Marketing

Week published it.



And the news is? No news. If the exercise is a clever ruse to reassure

the public that this sort of occurrence is rare, we are not fooled. If

it is to register their outrage that people of such importance are

mis-targeted, then they’ve failed there too - I’d never heard of them

anyway.



Just stop it! We are all out there receiving misdirected information

every day. My name is wrong more often than not and, if that wasn’t bad

enough, the contents are virtually always of no interest to me. I

receive too much of it, day after day after day. Everybody does. Do we

all write to the papers whenever a mailshot arrives at our sixth-floor

flat offering a conservatory? Do we turn to each other and say ’Good

golly, I must have been mistargeted? No, we leave them on the hall table

for months before binning them. ’And the news today ... the sun is going

to rise in the East ... probably.’



Perhaps the greatest insult of all is that the letter which was

published in two such august publications was from a marketing man at a

building society. If I complained every time that one of that lot sent

me something that was misdirected, I’d never get any rest.



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