Speak in appropriate voice

Kim DunnDirector, English CreativeFCB Direct - MontrealCannot afford to miss:Creative Techniques and Future TechnologiesMonday, Oct. 25, 1:45 p.m. - 3:00 p.m.Deconstructing/Reinventing the Direct Mail Package: How to Optimize Response in Marshall McLuhan's Post-Literate AgeMonday, Oct. 25, 4:15 p.m. - 5:30 p.m.As...

Kim Dunn

Director, English Creative

FCB Direct – Montreal

Cannot afford to miss:

Creative Techniques and Future Technologies

Monday, Oct. 25, 1:45 p.m. – 3:00 p.m.

Deconstructing/Reinventing the Direct Mail Package: How to Optimize Response in Marshall McLuhan’s Post-Literate Age

Monday, Oct. 25, 4:15 p.m. – 5:30 p.m.

As in any form of advertising, the basis of which is to sell products, we have got to continue to talk to people in ways that are relevant to them. Techniques that may have worked 20 years ago are probably losing their effectiveness.

Once upon a time, everybody subscribed to the David Ogilvy school of general advertising, and then Bernbach and then Burnett.

All of these theories are valid, but if people are not going to read your message, then you cannot sell them anything, it is as simple as that.

We are at the threshold of an amazing technological burst, the most explosive since the advent of the personal computer. I am hoping that the ‘new technologies’ seminar will give us an idea of what is possible.

Right now, we are trying to gather as much information (about new technologies) on our clients’ behalf as possible, even if they are not asking for it, so we can go to them and say, ‘We think this particular medium would be incredible for your product or service.’

When television first came out, it was the advertising agencies who went to nbc, and said, ‘Why don’t we have abc laundry detergent sponsor the whole show.’

In the same way, it is up to the direct marketing agencies, with the technological revolution that is under way, to be absolutely aware of the new media and new techniques in using existing media…

I came from the general advertising side to the direct marketing side recently because I looked at the future.

I looked at 500 television stations in the next few years, I looked at the incredible proliferation of magazines, of various media, and I really believe the way of the future is going to be in relationship advertising.

I think direct response advertising is poised where general advertising was in the late ’40s and early ’50s. We are on another threshold, except it will be done with different technologies, ones that will allow people to respond as individually as possible.

This is not to say general advertising is a thing of the past. There will always be a need for it. But the excitement is going to be coming from this side of the industry.