The response has been tremendous — we’re keeping track both of how many people participated around the world and how they participated.
Judging for World’s Greatest Salesperson underway
Posted by mat.zucker@ogilvy.com | Under Events June 2, 2010Direct Marketing: Great Industry, Crappy Name.
Posted by lisa.charlebois@ogilvy.com | Under Lisa Charlebois May 17, 2010
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.
Returning Nobility to Sales
Posted by mat.zucker@ogilvy.com | Under Mat Zucker May 12, 2010Up on Adweek this week is “Returning Nobility to Sales,” a piece about the industry accepting its role in sales and rising to the defense of great salesmanship.
Starting Out in the New Direct
Posted by harvey.kipnis@ogilvy.com | Under Harvey Kipnis April 6, 2010Does it border on arrogance to write about the skills it takes to get the best start in a career in direct, while we soldier through the worst job market in decades? When the better part of generation is stranded at the starting gate?
The truth is, the economy will recover, the flow of entry-level jobs will return. We will always need the best to join in our pursuit.
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Search for the World’s Greatest Sales Person Begins
Posted by mat.zucker@ogilvy.com | Under Events, Experiences March 28, 2010
