Browsing: direct marketing

Opinion
Judging Caples: the good, the bad and the indifferent
By

Chemistry Interaction’s Susan Young recounts her experience judging the 2017 Caples Awards, and says that while the direct and digital space is more challenging than ever to work in, great ideas are still possible, even in an environment as fast-moving and cramped as New York.

News
NZDM Awards: Saatchi and ASB nab supreme, JustOne/.99 claims biggest haul, Foodstuffs crowned direct marketing organisation of the year
By

Every year, with the growing prominence of data, the skills used in direct marketing to target specific segments with personalised messaging becomes more important to marketers. For this reason, direct marketing is shifting from the fringes, where it existed as uncool but necessary, to play a key role in the industry. And as was indicated by the creativity on show at this year’s edition at the annual New Zealand Direct Marketing Awards, the industry is also doing a good job at improving its cool factor.

News
A nice touch
By

Marketing doesn’t always have to shouted onto a television screen, splurged across the pages of a mailer or hammered into a Gmail inbox. Sometimes, the most effective marketing comes instead as a subtle suggestion. As was discovered by a member of the Tangible Media business team, sometimes this suggestion can take the form of a friendly email, which in this instance came from Powershop asking a customer moving out of a home to remember to leave important information—such as the rubbish day, neighbours’ names, best local takeaway and the nearest dairy—for the next person moving in.

News
JustOne/.99 and Colenso BBDO/Proximity lead the charge among DM finalists
By

While the word personalisation is now bandied about media lunches with increasing regularity, it’s something that those in direct marketing have been focusing on for years—which is part of the reason why this is a space they’ve excelled at over the years. In this context, the Direct Marketing Awards have become a significant indication of which agencies excel in this area, which combines numbers and creativity.This year, JustOne/.99 lead the pack with a total of 21 nominations between them, followed by Colenso BBDO/Proximity on 19, FCB with 11, Young & Shand on eight.

Opinion
Mouse-to-mouse to smartphone: Michael Goldthorpe on the evolution of DM
By

Michael Goldthorpe discusses the evolution/his changing understanding of direct marketing, otherwise known as DM, from when he was a youngster when those two capitalised letters meant one thing: Danger Mouse. And now, as an adult where technology has changed the game completely, where direct marketing is no longer just a targeted letter sent to your mailbox and finally, he discusses whether the fundamentals have really changed all that much.

News
Kordia’s piping hot DM campaign
By

Kordia has delivered television and radio to our homes for the last 60 years, enjoying relative anonymity. But the switch to digital later this year leaves the state-owned telco competing with the likes of Gen-i, Telecom, and Telstra for slices of the telecommunications pie. So, Kordia and Silk Communications have come up with some novel ways to gain the attention of the people who count. Literally. The chief information officers (CIOs), by appealing to their inner geek.

Opinion
An ode to the ‘father of advertising’
By

Happy 100th birthday David Ogilvy. No doubt he’ll be smoking a pipe and spitting out acerbic one-liners wherever it is that admen go to play their harps. And if he were still alive he’d have hours of fun writing stabby, beautifully crafted columns to add to the traditional versus new media debate.

News
Crunch go the numbers (this time in a good way) at NZ Post
By

With physical mail fighting a difficult fight against “electronic substitution” and potential cost-cutting measures at New Zealand Post have been in the news recently, the postal workers may be disgruntled. But the marketers shouldn’t be, because the Targeted Communications department has just launched a new website filled with insights and data that aims to help make targeting easier.

News
Kiwis laden with precious metal after Caples Awards
By

New Zealand maintained its reputation as a direct marketing powerhouse at the 32nd John Caples International Awards in New York late last week, with Colenso and AIM Proximity’s Yellow Treehouse once again in the upper echelons and DraftFCB and TBWA\Whybin\Tequila also claiming some precious metal.

News
DM: from poor cousin to rich uncle
By

Optimism was in the air at the New Zealand Marketing Association’s Northern Regional Event today, with the general consensus among some of the country’s bravest and ‘upto’ direct marketers being that with the fancy tools now in the box there’s never been a better time to be in the game.

Awards/events
Learn the secrets of Direct Marketing
By

Opportunities abound aplenty in the land of direct marketing. The Marketing Association together with sponsor Marketing Impact MessageMedia, have announced the first event of the Regional Event Series which will plug you directly into the heart of Direct Marketing, as it is now.

DM is evolving and the possibilities for …

News
Aim Prox puts three in the box
By

AIM Proximity, the world’s second best direct marketing agency according to the recent The Won Report, has announced the appointment of a new creative director, channel planning director and production director.

News
Direct and transparent mail marketing
By

Are you a marketer that can’t be bothered with the un-fun fiddly bits of a large-scale direct mail campaign? New Zealand Post Targeted Communications to the rescue with the launch of DM One.

DM One is an all-in-one solution for print, data, mailhouse and lodgement services that lets advertisers …

News
Vote for your fave envelope art
By

The 2009 Art of the Envelope Awards September finalists are:

The Lantern MailerClient: HSBCAgency: JWTCreative: Mike Ramsay

Daylight RobberyClient: Bond and BondAgency: Draft FCBCreatives: Jane Jamieson and Leisa Wall

Koru Mountain ViewClient: Air New ZealandAgency: Trio Group / Aim ProximityCreative: Andrea Cummerfield …

News
Awards magnet
By

Latest in a series of international accolades for Immigration New Zealand’s MAGNET programme is word they’ve won an ECHO Leader award to be announced at the US Direct Marketing Association’s annual conference in San Diego in October. Agency Rapport Advertising and Marketing is particularly pleased as this …