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Direct Choice Articles

When a soccer team has its own credit card, direct creative hits the heart

Marco Merlo, CEO, MLS January 22, 2008

Soccer, or as we prefer to call it, football, is the most popular sport in Italy. Using a supporter or fan base to tap into this passion and loyalty for a financial services offer is by no means a new thing. However, I think what has been done differently with the Carta Viva Milan is the additional benefits offered.

Baby elephant walks into the hearts of Houstonians with birthday card contest

Kimberly Lange, Production team leader, Schipul January 14, 2008

The Houston Zoo did a terrific job of using direct marketing techniques to build excitement for the first birthday of its baby elephant, Mac, born October 6, 2006. What really caught my eye was a series of e-mails that began a couple months in advance of Mac's first birthday.

Fine paper and first-rate printing shows Mercedes' investment in its mailer

Harvey Hoffenberg, president, Propulsion LLC January 07, 2008

In the category of the medium is the message, I received a DM piece from Mercedes that I couldn't help but open, peruse and actually read. Now, I am in the business but this piece was a little special. The paper felt like suede and the printing was first-rate. It had a magnetic flap that closed with authority.

Midwestern newsletter gets warm reception in Southern California

Rebecca Forster, Marymount College December 24, 2007

I don't know how this newsletter found its way to me, but I'm glad it did. The title — Mind Matters — immediately appealed to my love of a well-turned phrase.

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