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 …

The holistic wellness industry is worth hundreds of millions of dollars. But how do you promote goods and services to consumers looking for something more?

By Natalie Engler

When Tami Simon started Sounds True more than two decades ago, she was mainly looking for a way to …

B-to-B marketing doesn’t have to be stuffy. In fact, as Mlicki often proves, the best efforts are sometimes those that produce a smile.

By Phaedra Hise

Business-to-business campaigns are sometimes accused of taking themselves too seriously in their marketing pieces, pontificating about mission statements, intoning about the extraordinariness of …

Customized mailings help a New England car dealership nudge sales higher

By Bruce Britt

When customers walk into a Prime Motor Group auto dealership to check out its vehicles, they may not drive off with a new car — but they haven’t heard the last of …

By: SAMAR FARAH

These days, members of KCSM-TV, a public-broadcast station based in San Mateo, Calif., have an unusually intimate relationship with station programming director Steve Opson.

Through a direct mail campaign that won the 2008 Bronze ECHO award, Opson appears to station viewers as …

A computer maker discovers that linking e-mail and direct mail marketing is a challenge — but worth the effort.

By: Meg Mitchell Moore

Since the inception of e-mail marketing, countless businesses have tried to make this communications platform harmonize with direct mail. Bringing the two together certainly makes sense, but …