Take the direct route - Patrick Collister
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![Page 1: Take the direct route - Patrick Collister](https://reader034.fdocuments.in/reader034/viewer/2022051818/54b4ec274a7959244d8b4640/html5/thumbnails/1.jpg)
Take the Direct Route
A Love Story
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Who is this bloke?
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Who is this bloke?
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What Freud said
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What is creativity?
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Competitiveness
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It’s why you’re here
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Markets are life and death affairs
• Apricot • Atari • Amiga • Amstrad • Lotus • Sinclair • Compaq • Commodore
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Dead or dying
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Pampers v Huggies
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You
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Buy their showertime
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You are insane
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You are wired differently
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You are a minority
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You are difficult
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You solve problems
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My problem
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Why I love DM
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All those rules to be broken
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Do it different
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Innovate with the envelope
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Change where the message goes
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Inside the envelope
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Re‐think the stamp
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Tasty
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Letters don’t have to be on paper
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Eat the mailing
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Smoke the mailing
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Grow the mailing
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View the mailing
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A letter you says a lot about the brand
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Get people to do things
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Get them to respond
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Get them talking
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Direct has changed
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Toad
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What about the 98%?
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Direct marketing
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Veronika
• All your dreams come true • Veronika • Stunning German brunette • V.I.P. and Fantasy Services
available. • 5’8”, 22yrs • 24hrs.
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Verushka
• Fabulous Russian model. • All services • Very discreet • No rush • All major credit cards • Home/Hotel visits • Private Escort Available
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Helen, 23
• Genuine picture
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Proposition
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Promise
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A laugh
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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.’
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Wham bam thank you ma’am
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Veronika
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Amanda
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Amanda
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Cannes Grand Prix 2002
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Cannes Grand Prix 2012
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Multi‐channel
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BMWfilms.com
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Direct Agency of the Year 2012
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You’re good at it
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It’s about relationships
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Natalia and Pintuco
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Natalia and Pintuco
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Natalia and Pintuco
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Jose Beltran
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It’s not about media
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How they keep in touch
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Even Direct Mail
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Conversations
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Listen and Respond
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An apology
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And a thank you
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Wheat Thins
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Wheat Thins
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Wheat Thins
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Marketing is 365
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Rule of 9
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Reversals
Awareness
Interest
Desire
Action
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Inverting AIDA
Awareness
Desire
PASSIVE VIEWERS
Interest
Action
ENTHUSIASTIC SUPPORTERS
FAN PROMOTERS
ADVOCATES
DIGITAL
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Authentic content
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Share and mash
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Ethics
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Relationships are good business
Awareness
Desire
PASSIVE VIEWERS – SOME BOUGHT THE ALBUM
Interest
Action
ENTHUSIASTIC SUPPORTERS – DID VOTE
ENCOURAGED FRIENDS TO GO & VOTE
REMIXED NUDE
DIGITAL
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So the rise and rise of Facebook
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46m Facebook friends
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Nice people
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Starting a conversation
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A whisky called Veronika
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A whisky called Amanda
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Conversations about success
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Values
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Create a movement
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Richard’s story
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Ideas people want to be part of
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The original Direct Marketer
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Constructing an argument
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Why not change the world?
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You have the skills
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You have new power
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You can reach everyone
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In new ways
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With new channels
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Ideas that bring justice
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Ideas that cost nothing
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Ideas that improve lives
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Bring light
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Build schools
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Bring water
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You don’t need an agency
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You don’t need to be ‘creative’
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We are all Khaled Said
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January 25th 2011
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Syrine Cherif
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Creativity is solving problems
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This has been a love story
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At last!