Take It From the Top
THERE’S AN OLD SAYING THAT IT’S LONELY AT the top. If that’s true, our agency leaders should look around. They’re in good company this issue.
Direct talked with five of the agency game’s key players to get their take on the state of direct marketing creative, the role of the agency as brand advertising and DM converge, emerging technologies, and where they think the business is headed.
Our top-chair profilees include Howard Draft, Draft FCB Group CEO; Daniel Morel, Wunderman CEO; Laura Lang, Digitas president; and Larry Kimmel, G2 Direct & Digital chairman and CEO. And to get the West Coast perspective just in time for DMA06, we chatted with Mark L. Yesayian, senior partner and managing director at OgilvyOne in San Francisco.
We also put them to work. Each was asked for an example of what they consider excellent creative from their shop and to write a short essay about why the campaign was a winner.
Consolidations. Client wins and defections. An ever-expanding plethora of media channels and opportunities.
Life is anything but dull for the men and women who helm the direct marketing industry’s top advertising agencies. Direct sat down recently and talked with five of the business’s key players. In a series of engaging conversations, we found they were anything but shy when it came to sharing their thoughts on the convergence of brand and direct response, what clients want in this changing environment, how emerging technologies can best serve DMers and a multitude of other topics.
Our profilees include Chicago’s Howard Draft of Draft FCB Group; New York’s Daniel Morel of Wunderman and Larry Kimmel of G2 Direct & Digital (formerly Grey Direct); and Laura Lang of Boston’s Digitas. And to get the West Coast perspective just in time for DMA06, we chatted with Mark L. Yesayian of OgilvyOne in San Francisco. Three of the agencies
