What Would Don Draper Do?

Written by Kim Chapman – Account Executive

Thanks to the hit TV show “Mad Men”, when I tell people that I work at an advertising agency, I wonder if they picture me sitting around all day drinking whiskey on the rocks, coming up with an uber-creative idea for the next big brand, and asking myself, “What would Don Draper do?”
While some of that is partly true (definitely not the whiskey part), the reality of work at a direct marketing agency involves a whole other side.  The left side… of the brain.
Direct marketing is a different animal from general advertising.  It’s a scientific animal, in which you can use a clear call-to-action, track response and ROI, and then over time improve these measures by finding out what works, and what doesn’t.  (Aka, testing, testing, and … more testing.)
General advertising can be potentially effective at building someone’s emotional awareness or engagement with a brand. But if you want proof of impact on your bottom line, direct marketing is the way to go. This is always a good thing, especially for those with tight budgets.
A good direct marketing campaign will make sure not to use too much unbridled creativity, and a good amount of science (left brain) to ensure that your campaign is successful.