Direct effect: four campaigns that get it

Who doesn't like to feel singled out and understood?

Who doesn’t like to feel singled out and understood?

It’s little surprise that a finely tuned and executed DM campaign can do wonders in reaching its target market in these times of ad clutter and discerning consumers – while being fantastically cost-effective.

That’s the beauty of DM today, and what seemed to unify the four campaigns we’ve selected to highlight in this issue. In addition to impressive results and smart creative in three very distinct categories – B2B, SMS and loyalty – each campaign homed in on its target with an execution that showed the recipient was understood.

During a recent chat on the future of the industry, Marcus Evans, Proximity’s new president, echoed this finding: ‘[It will be a] more important medium going forth. It’s a great time to be in DM.’