The urging behind emerging media

Joe Mandese

In the continuing battle between direct response and brand-building as an agency philosophy, direct response (now renamed digital or performance marketing agencies) seem to be getting the upper hand, as agency managements promote the more digitally savvy.

The urging behind emerging media

Joe Mandese

It's happening again. In the on-again, off-again battle between the two philosophies of marketing, direct response efficacy is getting the upper hand on the more ethereal art of brand-building media advertising. And the culprit once again is the rapid rise of the internet. It has been ten years since the DR nerds had this kind of traction, but they are back with a vengeance. Of course, they do not call themselves DR shops. They use the far more au currentterminology of digital agencies – performance marketing – but they are basically...

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