Swift's tour appearances have become economic events. The singer's Eras Tour two years ago was the first such tour to cross the billion-dollar mark, according to Pollstar's 2023 year-end charts.
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.