Lester Wunderman who identified, defined and named Direct Marketing.
Direct is having a tough time of it at the moment.
In a world of increasing consumer antipathy towards orthodox communications channels (you’ll remember the TGI chart showing the decline in people thinking the ads are as good as the programmes) DM – both mail and its bastard offspring telemarketing – set new standards in irritation and intrusiveness. And you better believe that the in cards are marked by the self-regulation bodies if not the legislators.
And that’s before you get onto the thorny issue of DM’s environmental footprint. Both the consumption of materials and energy to create it in the first place and the residue it leaves in the home – the disposal of which falls to individuals and their council tax.
In all this ethical mess I have recently found some reasons to be cheerful and to recognise the specific qualities that DM contributes to the process of bringing brand ideas to life.