During the Cannes Lions festival, UKAEG and Marketreach pointed out a resurgence in direct mail marketing. For the last nine quarters, investments in direct marketing have grown, prompting brands to reconsider its role in their media strategies. The panel discussion highlighted how direct mail fosters engagement, loyalty, and effective results. Its creative potential was emphasized, with its sensory appeal allowing brands to use it as a medium that transcends limitations faced by digital channels, making it particularly attractive in today’s marketing climate.
At a round table held by the UK Advertising Export Group and Marketreach in Cannes, panellists discussed and analyzed why direct mail may have been overlooked in the media mix historically, but why it's increasingly becoming the go-to channel by brands.
As a blank canvas without the restrictions found in other channels, participants praised mail’s ability to be playful and surprising, allowing brands to grab attention and appeal to all the senses, from touch to sight and smell.
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