Richard Armstrong Do

By Richard Armstrong Do you ever get the feeling that there's too much creativity in our business? The non-stop pressure from clients to come up with something new and different. The endless exhortations at direct marketing conventions to "break the rules." The not-so-subtle influence of awards judges who reserve their biggest trophies for packages that break new ground. In this relentless drive to be original, we have a tendency to ignore the things that have worked well in the past. But all the evidence suggests that we ourselves become bored with certain techniques and strategies long before our customers do. Here are

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