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Article: Dutch agencies need updating.(direct marketing)
- Article from:
- Precision Marketing
- Article date:
- July 22, 2005
CopyrightCOPYRIGHT 2005 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Amsterdam: The Netherlands was one of the countries where direct marketing developed very quickly in the Sixties. Many Dutch direct professionals participated in international events like Montreux and US DMA conferences. And, after learning from the US and UK, the Dutch developed their own style and culture within the medium.
In the Eighties and Nineties, the traditional direct agency was replaced with young and trendier agencies. But, today, many agencies represent the direct mail industry, and have old-fashioned, dogmatic rules. With the variety of media channels emerging, however, the market is seeking advice from agencies about new opportunities - from high- ...