In the year when we mark the 200th anniversary of Charles Darwin's birth, phrases used by the great scientist, such as 'natural selection', have never been more apt as a description of the state of the direct marketing (DM) and sales promotion (SP) industry.
There is a land-grab for digital business and intense pressure to cut costs and reassure anxious clients amid the economic turmoil - welcome to the world of below-the-line agencies in 2009. However, as the downturn bites hard, forcing many firms to make redundancies, a savvier breed of agency is emerging from the fray.
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