Agency: DFS Dorland | Author: Nick Bartlett |
Royal Mail Services for Business Economy
SUMMARY
Of all areas in advertising, perhaps the one that receives least attention is business-to-business. Only too often, non-specialist agencies tend to shy away from it; their creative teams, in particular, regard it as a burden.
Yet business-to-business advertising is big money and it can demonstrate dramatically the power of a complex media mix.
DFS Dorland, one of the largest advertising agencies in Britain, showed the truth of this with a campaign on behalf of the Post Office which formed the subject for an entry...