Carol Worthington Levy

Carol Worthington Levy
Database-Driven Creative Solutions (1,598 words)

By Carol Worthington Levy Spilling the beans: How much is enough … or too much information … to do the job? As a creative professional, it's my job to advise clients on what is the right amount of messaging for what they want to accomplish in the mail. While many clients come to me with a format in mind, I never feel the decision is absolutely final until I've asked two questions: - What do we really need to accomplish with this effort? - What would we like to accomplish with this effort? The answers to these questions may dramatically alter

Database-Driven Creative with a Power Punch (799 words)

by Carol Worthington Levy This is a great time to be in direct marketing. Database information is becoming more plentiful and accurate; and clients are finally seeing the value in really knowing their customers. Together, this gives the creative department more tools than ever to hand-craft creative that is truly response-driven and reaches the customer more intimately than before. Today, creative teams are being pressed to produce on-target work and prove it with trackable accuracy. In the "bad old days" everyone was in their own corner operating independently and without knowledge of what other groups were doing. The creative team would be given some