One of the first assignments I had at Ogilvy was writing a direct mail package for a financial institution. A Trust company. In fact, it was a multi-wave campaign, meaning, over a period of a couple of months there were three separate letters sent to the same people.
It was a time when there were a lot of ‘take-overs’ in the investment industry. The losers, of course, were the customers. Because there were problems during the transition periods, as there often are. Mistakes were made, long time relationships were ignored. These investors felt under-appreciated and taken for granted. They were pissed off. And fed up.
Our client, who had not been a victim of a take-over, wanted to take advantage of the situation. The idea was to demonstrate their understanding, and to extol their own corporate virtues. And to explain all the services they offered, blah blah blah. They were a very successful, credible institution, so it wasn’t a ‘stretch’.
I was very involved in developing the creative strategy, as well as writing the letters. As a result, I was heavily invested (no pun intended) in the campaign’s success. This was also my first foray into direct marketing. I came out of a general advertising (awareness) background.
The first wave was mailed. About two weeks later, the Account Director responsible for the account stopped by Continue reading