This document discusses various topics related to direct marketing such as markets being life and death affairs for companies, the importance of innovation and changing conventions, and focusing on building relationships rather than just media. It emphasizes listening to customers and responding to their needs, and suggests direct marketers can use their skills to spread positive ideas that improve lives and bring justice through new digital channels at low cost.

1. Take the Direct Route
A Love Story

2. Who is this bloke?

3. Who is this bloke?

4. What Freud said

5. What is creativity?

6. Competitiveness

7. It’s why you’re here

8. Markets are life
and death affairs
• Apricot
• Atari
• Amiga
• Amstrad
• Lotus
• Sinclair
• Compaq
• Commodore

9. Dead or dying

10. Pampers v Huggies

11. You

12. Buy their showertime

13. You are insane

14. You are wired differently

16. You are a minority

17. You are difficult

18. You solve problems

19. My problem

20. Why I love DM

21. All those rules to be broken

22. Do it different

23. Innovate with the envelope

24. Change where the message goes

25. Inside the envelope

26. Re‐think the stamp

27. Tasty

28. Letters don’t have to be on paper

29. Eat the mailing

30. Smoke the mailing

31. Grow the mailing

32. View the mailing

33. A letter you says a lot about the brand

34. Get people to do things

35. Get them to respond

36. Get them talking

37. Direct has changed

38. Toad

39. What about the 98%?

40. Direct marketing

41. Veronika
• All your dreams come true
• Veronika
• Stunning German brunette
• V.I.P. and Fantasy Services
available.
• 5’8”, 22yrs
• 24hrs.

42. Verushka
• Fabulous Russian model.
• All services
• Very discreet
• No rush
• All major credit cards
• Home/Hotel visits
• Private Escort Available

43. Helen, 23
• Genuine picture

44. Proposition

45. Promise

46. A laugh

47. Charming
• 'Mature gentleman, 62,
aged well, noble grey looks,
fit and active, sound mind
and unfazed by the fickle
demands of modern society
seeks...damn it, I have to
pee again.’

48. Wham bam thank you ma’am

49. Veronika

50. Amanda

51. Amanda

52. Cannes Grand Prix 2002

53. Cannes Grand Prix 2012

54. Multi‐channel

55. BMWfilms.com

56. Direct Agency of the Year 2012

57. You’re good at it

58. It’s about relationships

59. Natalia and Pintuco

60. Natalia and Pintuco

61. Natalia and Pintuco

62. Jose Beltran

63. It’s not about media

64. How they keep in touch

65. Even Direct Mail

66. Conversations

67. Listen and Respond

68. An apology

69. And a thank you

70. Wheat Thins

71. Wheat Thins

72. Wheat Thins

73. Marketing is 365

74. Rule of 9

75. Reversals
Awareness
Interest
Desire
Action

76. Inverting AIDA
ADVOCATES
Action
Interest FAN PROMOTERS
DIGITAL
Desire ENTHUSIASTIC
SUPPORTERS
PASSIVE VIEWERS
Awareness

77. Authentic content

78. Share and mash

79. Ethics

80. Relationships are good business
REMIXED NUDE
Action
ENCOURAGED FRIENDS TO
Interest GO & VOTE
DIGITAL
Desire ENTHUSIASTIC SUPPORTERS
– DID VOTE
PASSIVE VIEWERS – SOME
Awareness
BOUGHT THE ALBUM

81. So the rise and rise of Facebook

82. 46m Facebook friends

83. Nice people

84. Starting a conversation

85. A whisky called Veronika

86. A whisky called Amanda

87. Conversations about success

88. Values

89. Create a movement

90. Richard’s story

91. Ideas people want to be part of

92. The original Direct Marketer

93. Constructing an argument

94. Why not change the world?

95. You have the skills

96. You have new power

97. You can reach everyone

98. In new ways

99. With new channels

100. Ideas that bring justice

101. Ideas that cost nothing

102. Ideas that improve lives

103. Bring light

104. Build schools

105. Bring water

106. You don’t need an agency

107. You don’t need to be ‘creative’

108. We are all Khaled Said

109. January 25th 2011

110. Syrine Cherif

111. Creativity is solving problems

112. This has been a love story

113. At last!