By Andrew Moss

How times change! And with changing times come shifts in power.

Even five or 10 years ago, you’d be hard-pressed to find many commentators waxing lyrical about direct marketing (DM), and even fewer willing to sing the praises of shopper marketing. Both disciplines were seen by certain sections of the marcomms community as slightly grubby, lacking the glamour and sheen of, say, TV advertising or all the newfangled digital stuff.

Commentators, particularly in the media, or those with an old Soho bias who imagine that it’s still the 1970s and CDP are still ruling the roost, were inclined to look down their Read full story ›

Source: The Drum