Kevin Whitlock from Ogilvy, UK shares his thoughts on direct mail and says it may be the most engaging medium for marketing. From the Creativity and Technology Conference Roundtable, hosted by Advertising Age, sponsored by Kodak. London, England - November 11, 2010.
Kevin Whitlock
Leslie Figenschou of DST Output talks about combining communications channels (including print) to reach a larger audience. She says read rates for email are around 13% but for direct mail it's over 70% and transactional mail is around 85%, which yields far greater response rates. Kevin Whitlock from Ogilvy talks about the power and permanence of print and print's credibility, personalization and photo book applications. From the Creativity and Technology Conference Roundtable, hosted by Advertising Age, sponsored by Kodak. London, England - November 11, 2010.
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