A business-to-business direct mail piece arrived last week – a foldout poster – from Kerker Marketing Communications, a full-service agency based in Minneapolis. Many of you might have received it as well. One word sums up this campaign, though: creepy.
However, from looking through the campaigns featured on its Web site for Target, Gelco Information Network, American Medical Systems and others, you can see that Kerker has an innovative team on board. It touts that creativity as well: “We insist that our creative be impactful, insightful and right. … Is it smart? Does it address the customer’s hopes, dreams, and fears? It’s got to pluck at the heart, entertain the brain, grab wherever it’s good to be grabbed if it’s going to successfully create customers. … Is it compatible with the client’s culture? We judge our own work harshly. If it doesn’t feel right, you’ll never see it.”
What are your thoughts on this campaign? Is it effective, or does it cross the line? E-mail me at [email protected], and we’ll share your thoughts in a future issue. We’ll also ask Kerker executives for their reasoning for how the piece came together.