[Nici Stathacopoulos] Brand activation, whichever way you look at it, is becoming another channel for direct communications. Even when judging submissions for direct awards, it's sometimes hard to make a definitive call as to whether a campaign is ultimately direct, or simply a brand activation strategy. But this is the way more and more direct communications are going.
[Nici Stathacopoulos] Left to our own devices, many of us could quite easily bypass the ‘system' in order to get our own way and so secure at least something that resembles good service – particularly from those providers we love to hate. I have recently discovered a way to ensure, when getting onto an airline, the best possible response to my needs as a customer.
[Nici Stathacopoulos] The youth market has proven itself anything but beyond temptation for marketers. In fact, “Get them while they're young” seems to be the almost institutionalised credo of banks, car manufacturers and, more recently, cellular phone manufacturers and their service providers.
[Nici Stathacopoulos] The reasons companies fail to capitalise on customer relationship management (CRM) or direct response to build their brands is largely to due to fear, and having become overly comfortable with more traditional brand-building initiatives.
[Nici Stathacopoulos] While some agencies might believe that entering and winning an award is not integral to their success, it is worth keeping in mind that clients do look at your performance in relations to your peers.