January 5th, 2005 by Bob Bly
My good friend Rich Armstrong, one of the top freelance DM copywriters in the country, is no fan of big ad agencies and their creative approaches to direct marketing.
?I don?t think I?ve seen anything quite as frightening as the article in Direct, ?Hot Creatives,? in which a group of big agency creative directors were invited to sit around and talk about the state of the direct marketing business.?
Richard says that what made him tremble was:
1. Many of the folks just switched from general advertising a few years ago.
2. Direct response is a word-driven business, and a lot of the panelists were primarily art directors.
3. Only one of them seemed to know who the late, great Bill Jayme was.
4. Another of the panelists seriously talked about their plan to ?phase out the letter from direct mail packages.?
Richard concludes: ?Thank God most of the real direct marketing in this country continues to be done in-house by clients who have products to sell and the top freelance copywriters and artists they hire to help.?