Sucessfully Review Direct Marketing Creative Work

Marketing Today suggest that the twelfth most frequent mistake made when evaluating direct marketing creativity is: Creating and reviewing creative work by committee. We all know the old saying "Do you know what a moose is? It's a cow designed by a committee." And...

Creating Effective Communications

Imagine this scenario; the results are in on your campaign to test a number of different creative treatments against the existing control. A few of the tests have not performed as well as you had hoped, but one has outperformed the control. A lot is resting on the...