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Direct Choice Articles

Apple's takeover ad for the iPod touch shows why it is on the cutting edge

Andreas Roell, CEO, Geary Interactive January 19, 2009

Apple advertisements always seem to grab my attention and impress me, and this one was no exception. The way that this ad takes over the entire page and manipulates all of its content is nothing if not remarkable.

Data, personalization key to converting offline mailer into online visitor

Lee Gallagher, manager, DM solutions, InfoPrint January 12, 2009

As 2009 begins, many top analyst firms are predicting marketing budget dollars will be redirected. The premise is quite simple: It's easier to keep a customer than it is to get a new one. Imagine all the data companies have been sitting on for years - from CRM, leasing, sales, software renewals, helpdesk logs and maintenance.

Unilever gives prospects in Thailand a memorable way to test its product

Blake Ebel, executive creative director, Euro RSCG Chicago January 05, 2009

I first came across this direct mail piece at the Cannes Lions International Advertising Festival last summer, and was blown away by the simplicity of the idea.

Applying old school direct marketing principles in a new media world

December 22, 2008

Demonstrating the right way to harness a few proven, traditional direct response advertising strategies, Cushman's Fruit Company was selling 24 of its legendary HoneyBells in a quintessential, full-page mail-order ad that appeared in the November 23 edition of PARADE magazine.

Bud Light breaks new ground in keyword bidding with rollover video ads

Andreas Roell, CEO, Geary Interactive December 15, 2008

Bidding on targeted keywords is not new, but this execution is certainly noteworthy. The ad seen here was based on a content bid for the term "eat and drink."

This trade show mailer is a marquee representation of direct mail's potential

Lee Gallagher, manager, DM Solutions, Ricoh IBM September 15, 2008

I am a direct mail fanatic. I go to my friends and ask them for their unwanted junk mail. Then I scan to find the diamonds, and trash the rest. Did you know that several studies today claim direct mail has a lifespan of about 10 to 20 seconds before the reader tosses it in the recycle bin?

A printer's mailer shows some promise, but also leaves some to be desired

Matthew Rosenblatt, SVP, creative services, Harte-Hanks September 08, 2008

This self-mailer from Unimac Graphics has a lot going for it. But there are some questionable design and copy choices as well. Let's take a closer look.

Building red, white & blue demand for a product is a winner, a consumer says

Lee Gallagher, manager of global solutions, Ricoh IBM August 25, 2008

This direct mailer caught me off guard. Since the postcard was red, white and blue, I thought it was another political statement for the Democratic National Convention being held next week in Denver. But it was a campaign for George Jetson.

Victoria's Secret uses e-mail tactfully, a paper catalog convert says

Anne Alden, creative director, Merkle August 18, 2008

I knew Victoria's Secret was good at marketing, but now I'm even more impressed. I went in store to purchase some unmentionables and said, "I'll give them my e-mail address — why not?" After all, the thick print catalogs tend to disappear when my teenage nephews visit. Within a week of handing over my address, I received this e-mail.

Obama campaign's logo signals new paradigm in election branding

Bernardo Gomez, group creative director, EuroRSCG August 11, 2008

Political leanings aside, most people — especially those who work in advertising — can appreciate the simple and powerful aesthetic beauty of the Obama logo. With an efficient use of color and geometry, the Obama camp has created a very versatile mark as the visual core of its campaign. If my knowledge of American presidential election history is correct, this is probably the first time that a candidate has actually built a logo and an entire brand identity around his own name.

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