One of the most common mistakes marketers make when trying to figure out how to reach Spanish-speaking newcomers is the assumption that there is a single Latino community, according to Veronica Torralba of insurer AIG American General.

By BRUCE BRITT

As CMOs search for better ways to target prospects and personalize campaigns, one Florida company has developed what it likens to the marketing equivalent of a heat-seeking missile — an online tool that sends direct mail to the growing army of Twitter users. Billed as …

Weyerhaeuser’s Retail Experience Network integrates retail knowledge and turnkey solutions with nationwide printing and packaging expertise to meet customers’ in-store marketing needs. Weyerhaeuser had never implemented a direct marketing strategy in their B-to-B efforts to drive demand for their offering. Our objective was to introduce the Retail Experience Network to …

MLT Creative launched a multi-stage direct mail campaign to attract, engage and convert new clients. Eight inventively interactive mailers were sent to marketing directors to demonstrate our creative and strategic capabilities. The “Need a Lift?” theme alluded to the economy, and our belief that marketers need optimism, perseverance and a …

Carnival Cruise Lines launched a regional direct mail campaign to generate spring and summer cruise bookings. The two test ports, Baltimore and Galveston, focused on promoting to Carnival guests within a 500-mile radius – making the port a viable drive and eliminating the cost of a flight. Two message drivers …

By Steve Cuno

A near-sacred marketing myth holds that when advertising is truly creative, sales inevitably follow.

The Creativity Myth has four effects, all of them unfortunate: One, clients waste money by giving agencies more incentive to “out-creative” one another than to build sales. Two, creative people prematurely and unwisely …