CHICAGO, ILLINOIS--(Marketwired - May 28, 2014) -
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In his latest article, President of Northern Lights Direct, Robert Ian French, speculates as to why David Ogilvy, one of the greatest minds in direct marketing, would be horrified at the current state of TV advertising.
French, a leading brand direct response marketing expert with nearly 30 years of experience, makes a compelling case for a shift in focus from high-concept creative to selling.
"The purpose of advertising is to sell your clients' products or services, and David Ogilvy understood that perfectly," explains French. "But, instead, too many agencies are driven by a need to be seen as artistic and creative, striving for awards rather than sales. It's time to stop thinking of 'sell' as a dirty word."
The full article can be read here: What Would David Ogilvy Say About Today's TV Advertising?
Northern Lights Direct is a leading brand direct response agency with offices in Chicago and Toronto. Services include strategic planning, media management, and creative and production services for direct response television (DRTV), informercials and direct response online. The Art & Science of the Sell. www.northernlightsdirect.com.
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