Magazine article Marketing

Direct Mail Showcase

Magazine article Marketing

Direct Mail Showcase

Article excerpt

Up-and-coming agencies are doing much to push forward creativity in direct marketing.


Client: ActionAid
Agency: Watson Phillips & Norman
Distribution: September
Medium: DRTV

ActionAid head of fundraising Joanne Smith says the charity first tried TV advertising five years ago, but the ads were not that successful.

So this summer Phillips decamped with a camera crew to Mozambique. 'Normally with DRTV you have script, casting and location agreed before the shoot,' she says. 'Setting it in a remote child sponsorship village meant it was impossible to finalise anything.' The 90-second film was built around a child called Rosa. The ad ran: 'Just like any other child, she's never still - because she has to walk miles every day for fresh water. She's always making new friends - because so many of her old friends die young'.

'We have had a promising response,' says Smith.


Client: National Blood Service
Agency: Kitcatt Nohr Alexander Shaw
Distribution: Throughout 2003
Size of mailing: Up to 700,000

There is a constant need, though, to find new donors. In lifestyle surveys, many people have said they would be happy to donate blood, but never got around to it. They are now the target of a major campaign.

Here the tone is more emotional. The mailings tie in closely with the well-known TV ads from Delaney Lund Knox Warren, which urge 'Do something wonderful - give blood, save a life'. While the TV campaign features well-known personalities who have benefited from the service, the direct marketing focuses on ordinary people.

'This is true integration,' says creative director Simon Robinson. 'We can take the above-the-line positioning and build more of a person-to-person link.'

Two treatments are being tested, one with a case study and covering letter from the blood service, one from the person in the case study whose life was saved. 'In my experience there is nothing more powerful than a direct appeal from the individual,' Robinson adds.

National Blood Service's DM manager, Graham Brown, says the direct marketing creative complements the TV advertising. …

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