Direct Marketing Is New School
By: Mark DiMassimo
There, we said it.
It feels good. For so long, we lived a double life, whispering direct words to our business friends while curbing our language around our creative friends.
We weren’t being overcautious. We needed these people to deliver the creative work that would drive the direct revolution. And we knew our target audience. As one creative director memorably said, “Whenever I hear that word, I lose my erection.”
Well, today we have a message for that creative director, his attitude, and every other vestige of the 20th century:
We’re direct. We’re erect. Deal with it.
There aren’t many creative agencies showing up on Inc.’s list of America’s fastest-growing private companies. We’ve been on the list three years in a row and running. We would have been on it for each of the previous ten years, at least, if only we’d had time to submit our audited financial statements.
Are we having trouble keeping it up? Absolutely not.
We’ve been a thriving, growing independent for two decades because we chose the right wave to ride, and because we kept paddling. That wave was the direct revolution. The direct revolution that is replacing middlemen with platforms, obliterating the hard distinction between consumers and marketers, and threatening traditional players in every marketing category.
Back then, people saw direct marketing as the Thighmaster and the Juiceman, but we knew direct would be Netflix, Dollar Shave Club, Warby Parker, Airbnb, Uber, Casper, and Betterment. We knew it would also be companies like Weight Watchers and American Express that were founded in another era but are finding ways to leverage the new platforms to modern-day marketing success.
Today, people want to deal directly with other people, and they’ve come to expect transparency and seamless connectivity. They want a direct experience. And today, creative people want to create direct experiences. They love designing actions that connect and deliver the brand experience through technology. They love building the brand in the interaction. Today, their biggest ideas are mobile, social, and responsive.
Today, we’re helping the pioneers of the direct economy in cultures dominated by technologists and financiers by connecting them with the people who can build their strategies and technologies into brands. Today, more strategies are becoming category-disrupting brands because of the creative people they rub up against.
And today, we’re at the table, redefining modern marketing and building the world’s leading brand response agency.
Today, we’re driving brand value up and cost-per-acquisition down.
Today, we’re inspiring action, and proudly direct.