Chief Marketer Staff, Author at Chief Marketer

Messy Brand Building

Back in the 1980s I was part of the team that built IBM’s first catalog on the Web. Very few catalogers or retailers had Web sites then, so How do you

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Caught Up, or Just Caught?

ANYBODY ELSE AROUND HERE miss Walter Cronkite? How about Huntley and Brinkley, or Harry Reasoner? Or, for that matter, who misses the 7 o’clock network

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ATTENTION, PLEASE

DIRECT TALKED recently with Rob Norman about the current state of direct marketing media buying. Norman is director, interaction at Group M Worldwide

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The Zoo Story

AFTER NEARLY TWO YEARS about as long as an Asian elephant’s gestation period Seattle’s Woodland Park Zoo is back in the mail with a 125,000-piece membership

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Shed No Tears for Blue Security

THE ENTIRE DIRECT MARKETING industry should stand up and applaud the mid-May demise of anti-spam concern Blue Security. And not just because the company’s

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An Eye for Success

THIS ISSUE DIRECT INTRODUCES Pick the Winner, a new semi-regular column by award-winning copywriter and creative director Malcolm Decker. Think you have

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I Am Your Monkey, Walt Disney

I’M JUST AS CYNICAL AS THE next gal. But when it comes to my kids, I’m as big a pile of manipulatable mush as you’ll ever find. My oldest son Jacob is

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Synonyms Ain’t Synonymous

Editor’s note: Herschell Gordon Lewis, Direct’s Curmudgeon-at-Large, is a copywriter renowned as an authority on the use of words. This is one of an occasional

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On-the-Job Marketing

MOST JOB-STAFFING services put marketing dollars into brand advertising. But Allegis Group is running in the other direction, building awareness almost

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It’s in the Cards

SURE, BLOGS, E-MAIL AND SEARCH ARE GREAT. But for continuity card publisher IMP, nothing beats the tactile appeal of good old-fashioned direct mail.