Gerber

by Don Jackson It's odd. The creative for insurance direct marketing is not known for winning awards. It is seldom pretty. It operates on different principles than, say, the publishing industry or traditional continuity programs. It is regulated, and specific words and phrases are prohibited or subject to interpretation by lawyers. All in all, it's an uphill battle for those designers and writers specializing in this field. You see, unlike The DMA's Echo Awards, insurance direct marketing creative does not answer to the standard of "response." In fact, response, per se, is irrelevant. The only measure of success is if the paid response

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