The optical centre of any advertisement is the centre of the ad, two thirds up from the bottom. This should always be the focal point of the ad.

Areas of Specialism

Our specialism is direct marketing. Harnessing the power of the individual.

The mass market is dead and will never return. In its place now, are smaller, more focused and defined marketplaces, themselves ever imploding…

The challenge this poses to marketers is immense. What's more, it is a challenge that can only be effectively and profitably addressed, utilising contemporary direct marketing techniques and applications. After all, it has never made sense to advertise to everyone to get to someone…

…especially when you should know who that someone is…

This is why more and more companies are diverting ever-increasing amounts of marketing budget from mass-market activity, into the more measurable and effective communication route of direct marketing.

This trend was quickly recognised by most traditional agencies. Pretty much all of them now offer expertise in direct marketing. In fact, even Sales Promotion Agencies and Design Consultancies now claim to offer it too…!

specialist copywriting

In most cases, what they produce is poor work. The reason is simple. They don't understand the culture. Direct marketing is unique. It is completely different to the culture that most traditional agencies are used to.

We all see the results of this every day, in the form of badly created, poorly written and strangely targeted mailings. And, poorly designed ads that have no chance of succeeding. It still drives us crazy, to see clients wasting money this way.

Direct marketing is a specialist culture …

Marketing to the individual can be learnt, but it's a whole lot better when it comes natural…