It takes two to tango

David May and Daniel Douglass

Direct marketing and media advertising can work together to build brands. The case of the Goldfish credit card is presented to illustrate how the true value of an integrated communications plan is not the sole preserve of above-the-line activities, but can be driven by direct marketing.

It takes two to tango

Daniel Douglass and David May, DP&A, show how direct marketing and media advertising can work together to build brands

Try to recall the last TV ad that influenced the way you thought or felt about something. Even if that influence simply amounted to talking about it. In its own way, Ian Dury for the Sunday Times and Flat Eric for Levi's did it with us. And that was only yesterday.

Now try to recall the last direct mail pack that shifted your attitudes towards a product or service. Not easy,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands