When neutral is your fastest gear

This is a piece on direct mail by Tim Rivett of Royal Mail. The article centres on the concept of media neutrality and the part that direct mail has to play.

When Neutral Is Your Fastest Gear

Tim RivettRoyal Mail

To begin by mixing metaphors, the issue of media neutrality is proving to be both a hot topic and a hot potato for today's marketers. It is a hot topic because the proposition is sound and...