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CLIENTS CONSULT AD AGENCIES ABOUT DM

News, 01 May 1997

According to the latest Direct Marketing Agency Relationships Survey from ISBA, adver-tisers are increasingly approaching their above-line agencies for direct marketing services. Seventeen per cent of clients used their ad agencies last year for direct marketing activity - up from 10% in 1995. Graham Hinton, president of the Institute of Practitioners in Advertising, has urged his members to 'embrace below-the-line disciplines'.