Flip the lens: An essay for Campaign

Martin, our MD and Ben, our Planning Director wrote an essay for the Campaign supplement on Direct Marketing that recently appeared. It looks at the issue that the rise of 'digital' as a marketing channel is coinciding with threat of recession. In their essay they argue that agencies can deal with both challenges by avoiding lazy formulaic thinking and instead of viewing the crunch as a negative, flip it round and find the opportunities it presents. You can read the whole essay online at the Campaign site here.

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