DM News‘ Cara Wood reports in their Indirectly blog that:

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A successful brand campaign delivers a single message in a very memorable way. A successful direct campaign delivers complex multiple messages in way that entertains, educates and gets a response. Both brand and direct must entertain, otherwise the viewer will tune you out and move on.

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One juror’s point of view: Victoria Azarian, Creative Director, OgilvyOne, New York

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The long walk from the mailbox is like the “green mile” for direct mail – a trip during which mail is sorted and likely tossed before ever making it to one’s desk to be opened.

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Here is a smart direct response effort for Roche from McCann Erickson in Portugal.

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