CAMPAIGN DIRECT: VIEWPOINT - The secret diary of a direct marketer in the stronghold of adland

I’m not keen on people who get on their soapbox and declare that their way of doing things is the only way to do things. So, when I was asked to give my views on how integration was working at BMP DDB and, indeed, how Arthur, Roddy and myself were working out after six months at the agency, I decided to look back on a few excerpts from my diary.

I’m not keen on people who get on their soapbox and declare that

their way of doing things is the only way to do things. So, when I was

asked to give my views on how integration was working at BMP DDB and,

indeed, how Arthur, Roddy and myself were working out after six months

at the agency, I decided to look back on a few excerpts from my

diary.



11 July 1997. My first day at BMP. I meet a lot of very nice people,

drink countless cups of very strong coffee and then get shown to my new

office in the planning department. Shock, horror. It’s not big

enough.



Storm into the chief executive’s (not much bigger) office and

immediately decide to keep schtum.



That afternoon I get a call from the planning director. A major client

is about to relaunch and how would we like to get involved. Nice easy

way to get some business. Or so we thought.



It actually turns out to be a pitch, and we’re told upfront there’s only

an outside chance of success, but the client is prepared to see us.



Nine days later, it’s the wee small hours and the studio boys haven’t

seen many eight-page brochures before but, hurrah, we win the business

and are officially blooded. Return to my office in slumping mode (only I

realise I didn’t get a couch to slump in.)



August. We’ve been doing a lot of internal presentations to the various

departments, explaining what direct marketing is and isn’t. It sets

people thinking about how it can be embraced into their client’s

business.



You’ve got to meet this client, they say. And this one and this one

and ... too many meetings I think, but hey, it’s not a bad problem to

have.



October. The biggy. A major new-business presentation to an important

BMP client. Nerves all round. Client applauds our approach to direct

marketing, in particular, our proposed method of working with the

advertising team.



Likes us, but says it’s too much of a high-risk strategy. Two weeks

later, the same client calls. ’I’ll give you a project.’ Off to the

Prince of Wales to celebrate.



December. Look back on what we’ve done and realise we’ve used up a lot

of paper. The lads have worked on a lot of things: brand TV campaign,

direct response advertisements, brand/off-the-page press campaign,

direct mail packs and oh, an integrated launch campaign with the other

creative teams that covered everything from television, press,

off-the-page, posters, direct mail, taxi cabs, internal posters and

point-of-sale. Our satisfaction is that no one communication is inferior

to the other. You know, this integration thing might just work.



Stuart Archibald, a director of BMP DDB, joined the agency in July 1997

from Evans Hunt Scott, together with Roddy Kerr and Arthur Parshotam,

the award-winning creative team from Craik Jones Watson Mitchell

Voelkel.



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