As the ad industry braces itself for further retrenchment, direct marketing is burgeoning.

Or so reports Reimer Thedens, global chairman of WPP’s direct marketing network OgilvyOne, in an interview with the Wall Street Journal.

Claiming vibrant growth in the Asia-Pacific region, Thedens reports a fourfold increase in revenues at the shop’s Singapore unit; while in Japan, which O1 entered only two years ago, income has more than quadrupled.

Asia Pacific presently accounts for some 15% of O1’s global revenues, and the network has benefited from a claimed growth rate of 50% across the region as a whole during the past year.

Observed Thedens: “In the past when there's a recession or a slowdown, advertisers may cut ad spending and shift from marketing to promotions."

"This time around," he continued, "it doesn't seem so. This time, they're using the fact that they know who their best customers are and grow by concentrating the marketing on these customers, because it gives them the most immediate returns.”

Interestingly, Thedens made no statement about the network’s progress elsewhere in the world.

News source: CampaignLive (UK)