A few weeks ago, I had the privilege of attending the 32nd Annual Caples Awards. For those of you unfamiliar with this contest, it’s the Grammys of Direct Marketing (I’m reserving the Tonys title for the Echo Awards and Oscars for Cannes Direct…sorry).
As the stories about the award-winning work were presented and the trophies handed out, a co-worker of mine leaned over and asked, “What’s direct about that execution?” It was a good point. Seems like the lines between direct and general are blurring. But one distinction still stands the test of time-when you work in direct marketing you carry a proverbial scarlet letter.
To see what I’m talking about just walk through many agencies, and too often you’ll notice a common theme. The advertising folks and the direct guys are clearly, and in my opinion deliberately, separated. Whether it’s different floors or different corners of the office, when you work in DM are you (unofficially) the ugly stepchild of the agency?
But why? We give brands the same coddling and pampering as the general guys. Why do we seem to suck at positioning our own industry? I mean, we’re direct marketers. We can segment, calculate and rationalize data till the cows come home. Perhaps it’s time we apply all that smart thinking to address our own selfish needs.
