Magazine article Marketing

Shifting to a Single Strategy

Magazine article Marketing

Shifting to a Single Strategy

Article excerpt

Have we got a new agency fad on our hands? Judging by the sudden rush of announcements about the creation of new "through the line" outfits, the answer is Yes.

The biggest announcement comes from Cato Johnson and Wunderman Worldwide. Cato Johnson president Jean-Paul Lafaye justifies the creation of the new giant in terms of the rising cost of media, and the way direct communication to consumers via advertising is mediated by an increasingly powerful middleman, the retailer.

Yes, getting products to the consumer now requires a leap over the retail hurdle, and yes, getting the message to consumers is becoming both more expensive and more complicated.

And yes, increasingly, old categories are beginning to look dated as disciplines begin to overlap. Direct targeting of promos makes good commercial sense, as does boosting response to a direct mailshot by a special offer. Also, some sectors, like financial services, can't take the "buy one, get one free on-pack promo", so any offers they have tend to go out by post anyway.

At the same time, the advertising of sales promotions -- so called "spadspends" -- has grown, while the rise and rise of direct response advertising is closing the gap between direct marketing and advertising. …

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