Catalog Doctor: Rules to Live By
11. Ogilvy was right ... about almost everything. Trends change, people don't. Read David Ogilvy's "Ogilvy on Advertising" for the principles (ignore the dated art and copy trends), then apply those principles to today. Best-case scenario is that you'll improve your marketing; worst-case scenario is that you'll be vastly entertained.
Susan J. McIntyre is Founder and Chief Strategist of McIntyre Direct, a catalog agency and consultancy in Portland, Oregon offering complete creative, strategic, circulation and production services since 1991. Susan's broad experience with cataloging in multi-channel environments, plus her common-sense, bottom-line approach, have won clients from Vermont Country Store to Nautilus to C.C. Filson. A three-time ECHO award winner, McIntyre has addressed marketers in Europe, Australia and New Zealand, has written and been quoted in publications worldwide, and is a regular columnist for Retail Online Integration magazine and ACMA. She can be reached at 503-286-1400 or susan@mcintyredirect.com.
