British copywriting isn’t dead, but it’s in the doldrums

Last week I announced the results of the Direct Marketing Association’s (DMA) census of British copywriters. In short, they weren’t good. We started this campaign by asking if copywriting is dead and although happily, we’ve discovered it isn’t, it’s certainly suffering from depression and ennui.

Big Data is dead, long live Smart Data

I’m not a data scientist. But I wish I were. I’ve always had the greatest of respect for them and I love working with them. If I were starting out in planning again today, I’d definitely ensure I acquired those skills.

Six trends that spell turbulence for the airline loyalty market

Customer loyalty is integral to the success of any airline and currently the stakes are particularly high. There has never been more choice between airlines and consumers are prepared to scour the internet for the best deals on flights. Many consumers are also more than willing to risk flying with a new airline if the ...

Want to increase sales? Stop selling

Your phone rings and you don’t recognise the number. You wouldn’t normally answer it but this is the third time they’ve called in the last hour and the semi-constant vibration on your desk is starting to annoy both you and your colleagues.

Mark Runacus

2014 – A vintage year for one-to-one marketing

As Chairman of the DMA Awards Committee I’ve spent many hours of this year locked away, poring over the work of the best and brightest that direct marketing has to offer and I can safely say that 2014 has been a vintage year for the industry. Below I discuss two of the most interesting trends ...

Six principles that will help you better interact with your customers

Every brand, from the smallest start-up to the mightiest multinational, wants to increase engagement with its current and future customers. Although this has long been the case, achieving this aim has become an ever more complex challenge over the course of the last decade. While the digital revolution introduced many new ways for brands to ...

The DMA Code – ‘Common sense’ is the best guidance for any direct marketing strategy

When I was growing up my family ran a china and glassware store and I spent many summers behind the till and on the shop floor. Working in this environment, I soon picked up the basics of marketing – learning how to effectively communicate with customers and why they chose certain products over others. In ...

Face it: Your customers just aren’t that into you

A lot of customer/brand relationships are like bad marriages, they’re full of miscommunication and misunderstanding on both sides. And just like bad marriages, these relationships often break down after breaches of trust and disloyalty come into play. Unwanted brands try to console themselves with the notion that they couldn’t have tried any harder to make ...

What the DMA awards mean to me

As an industry, marketing surely wins the award for most award ceremonies. It seems as if every other week presents another opportunity to take part in a night of mutual appreciation and boozy back patting. I’m glad that the industry has so much to celebrate but I can’t help but wonder how many of these ...

Why Data and Creativity should go hand in hand.

Last month, the CEO of Netflix, Reed Hastings, explained what the death of a dog could teach us about data and creativity. Speaking at Code Conference, Hastings was reflecting on a conversation he’d had with David Fincher, the director of Netflix’s popular self-produced show House of Cards. Discussing data gathered on the show, Hastings told ...

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