Grizzard Agency

Direct Response Innovator Russ Reid Dies
December 11, 2013

Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency

Branding Images
December 1, 2008

Today, the reality is that people are more discerning with what they spend their money on. In other words, it’s as important as ever to make sure your message resonates with your target audience and stays near the top of its minds. Animal welfare nonprofit The Humane Society of Fairfax County has a unique way of doing just that … and it lies on—believe it or not—the BRE. Typically, the BRE is nothing more than a bland envelope with the company’s address and a place to fill out a return address. Nothing fancy. Nothing noteworthy. But The Humane Society turns that notion on its

3 Tips for Stand-out Direct Mail
April 30, 2008

People are hit with a plethora of mail every day, so your campaign needs to stand head and shoulders above the rest to draw attention. To do that, your copy must be sharp and images compelling. Here, Mike Berry, associate creative director and senior copywriter for Grizzard, an Atlanta- and Glendale, Calif.-based direct marketing agency that specializes in the fundraising field, gives three tips on how to make your pieces stand tall. 1. “Scannables”: Berry says the use of what he calls scannables, which he defines as all the things that call for attention from the prospect—bullet points, bold text, underscores, caps, etc.—are important

Know the Value of Your Customers
October 1, 2005

By Irene Cherkassky Treating every customer exactly the same is no longer an effective or profitable strategy, says Michael King, group vice president of Atlanta-based Grizzard Performance Group, an enterprise within direct marketing firm Grizzard Communications Group. King suggests that both companies and customers are ready for a new approach—Customer Profitability Management (CPM). "This is basically a corporate practice of stratifying customers based on the value they offer the corporation," he describes. However, although companies are aware of the benefits of this approach, King says there is a reluctance, particularly at the top levels of corporations, to implement this sort of customer