enversa p. o. v.

Marketing for the New Generation.

When author Joseph Jaffe speaks, people listen, and his latest pronouncements citing the beginning of a new media era—the “and” generation—is a positive step in breaking through the traditional direct marketing versus brand advertising argument. This is a new horizon, leaving many of the old guard marketing professionals staring into space with a blank look upon their faces. It is an era during which the lines have become blurred, when it is important to look upon consumers as equals, not someone to beat or dupe. This is the age of communication and flexibility.

As a seasoned marketing executive with experience working at both a brand agency (JWT) and as the president of a direct marketing company (Enversa Companies), I have spent my life arguing the unique advantages of both sides. Recently we began adopting the term “brand response” as a way to talk through the inevitable combination of both forms of advertising. This is in direct alignment with Jaffe’s statement that “and” will be a key component of defining advertising success with your advertising. (more…)