At this innovative marketing evening, you’ll learn why direct mail is the real digital disruptor and the secret weapon of successful marketers. You’ll discover the essential techniques for creating outstanding direct mail for your brand including:
- Why millennials love direct mail
- The power of integrating mail with other channels
- Why you need two big ideas: The Big Marketing Idea and The Big Creative Idea
- The two simple questions that lie at the heart of all effective direct mail
- What you can learn from the world’s most successful brands
- How to write your brief
- Why the Proposition is so important – and how to write one
- The one great advantage direct mail has over every other medium
- The most important element in a mailing- and how to do it right
- How to add extra impact with “Relevant Abruption” and much more…
Level 15, 275 Grey Street, South Brisbane QLD
All delegates get a copy of Malcolm Auld’s new book
“Direct Mail – The REAL Digital Disruptor”
Malcolm Auld is an award-winning Australian pioneer in the direct and digital marketing industries. An author of five marketing books, he is an in-demand educator and has trained executives face-to-face in 22 countries. His career spans four decades running marketing departments, multinational advertising agencies, his own agencies and digital start-ups, as well as owning a supermarket and travel agency.
He has lived and worked in the USA, Asia and Australia, gaining valuable hands-on experience that he shares generously with his audiences. He currently consults to marketers and agencies, is an active copywriter, mentor and lectures at university.
Steve Harrison was European Creative Director (OgilvyOne) and Global Creative Director (Wunderman) either side of starting his own agency, HTW. At HTW, he won more Cannes Lions in his discipline than any creative director in the world. And he did so for such clients as Vodafone, Microsoft, Rolls-Royce Motor Cars, IBM, M&G Investments and Xerox.
When he left agency life, the UK's advertising trade paper, Campaign, described him as "the greatest direct marketing creative of his generation". Thereafter he explained all in his book, How to do better creative work, which became the most expensive advertising book of all time when it traded on amazon.com at £3,000 a copy. The book is also published in Mandarin, Spanish and Italian.
In 2012, Steve was featured in The D&AD Copy Book which celebrates the work of the top 50 copywriters of the past 50 years. The following year he wrote the biography of the 1960s adman Howard Gossage: Changing the world is the only fit work of a grown man - which, in 2015, was the basis for a feature documentary which Steve wrote and directed. The film has since had exclusive screenings by D&AD, The One Club, Luerzer's Archive and The Communications Council.
Meanwhile, Steve worked as a consultant to international businesses both big and small, and last year one start-up that he helped launch in Vietnam in 2013 sold for $20,000,000.
In 2016, Pan Macmillan published another book by Steve: How to write better copy. He recommends you buy it now - because in a few years' time, it might be worth £3,000.