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Direct appeal.
People in advertising agencies are notorious for their negative attitudes towards direct marketing. Yet this has not deterred some from opting for a career below the line. What motivates them to move? Tim Woolgar asks
ALISON PAYNE. SENIOR PLANNER. CRAIK JONES PREVIOUSLY: ACCOUNT PLANNER, BATES DORLAND
I'd been at Bates Dorland since 1988 and had a very patronising attitude towards direct marketing. But, after six years working on accounts such as Gillette, Mars and Woolworths, I felt I'd done all there was to do above the line. They were big brand awareness clients and the answer was always a TV campaign.
By 1994, direct marketing seemed very interesting, with ideas about personalisation and one-to-one marketing. I was getting ti red of massaging tracking statistics and more interested in what people do rather than what they say. That's why direct marketing appeals, it's an area where you can measure things.
Do a bad TV ad and customers ignore it. They will buy the product. But if you send them a bad mailshot, they really react. That said something to me.
I was thinking about moving to a direct marketing agency but hadn't quite decided. Then Craik Jones sent round a lovely box containing a beautifully worded job offer and a bottle of vintage Champagne.
I realised that only direct marketing can touch someone like that and I haven't looked back since.
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