It said the campaign, launched yesterday (2 June), was “a creatively disruptive call to arms featuring well-known and influential leaders from across marketing”.
New advocates include global brand consultant and marketing professor Mark Ritson; vice chairman of Ogilvy, Rory Sutherland; Nathan Ansell, CMO at Waitrose; and Andrew Tindall, senior vice president of global partnerships at advertising and creative effectiveness platform System1.
Created by The Gate, an MSQ Company, Totally Mailed It is a peer-to-peer campaign gathering some of marketing’s best-known faces to advocate for consideration of mail as a media channel.
Marketreach said the campaign promotes mail’s proven value to businesses, providing CMOs and the wider marketing community with “compelling evidence” for why direct mail is a powerful part of the media mix.
The creative will run across out-of-home, including several large digital out-of-home formats in London and Manchester featuring Ritson and Sutherland, targeting advertisers and agencies.
Several D6 out-of-home formats will also be placed in prime locations across Shoreditch as well as social, display/video, and podcast audio, while “an engaging direct mail pack” will be sent to marketers.
Ritson, Sutherland, Ansell, and Tindall have joined an existing line up of prominent industry leaders including Nishma Patel Robb, ex-senior director, brand & reputation marketing at Google and founder of The Glittersphere; Dino Myers-Lamptey, founder of The Barber Shop; Sophie Devonshire, CEO at The Marketing Society; and Richard Shotton, founder of Astroten and author of The Choice Factory and The Illusion of Choice.
“Each creative features a bold headshot of one of the industry advocates and is supported with a pithy quote that showcases how mail is the surprising spark at the heart of many marketing success stories and helped them gain a competitive edge and nail their targets,” Marketreach stated.
This is supported with a ‘Totally Mailed It’ landing page on the Marketreach website, featuring detailed testimonials and success stories from the advocates on how mail ramps up ROI, and is an effective channel that ‘Totally Mailed It’ for them in the marketing mix.
Cameron Russell, head of marketing at Marketreach, said: “Mail has the unique ability to cut through and create moments of genuine surprise and emotional connection. This is why brands are still investing in it to reach their goals.
“And it can work hand-in-hand with different channels to deliver lasting value. Totally Mailed It celebrates mail as a channel and we’re proud to be teaming up with some of the brightest minds in marketing to showcase mail and how it can truly be that ace up a marketer’s sleeve when it comes to results and impact.”
Tindall also commented: “I agree with JICMail that mail is a super touchpoint due to its unique, seven-day-long dwell time in people’s homes and the fact that you can pick it up with your hands.
“The emotional connections drive action. Mail peacocks. It’s luxurious. It serves as a pause for thought and sits next to us whilst we decide what to do next. Probably ends up there whilst we go make dinner, forget about it, and then we come back and have another ponder.”
Back in January, Sutherland hailed the power of direct mail in a popular LinkedIn post that attracted hundreds of comments. He said that physical direct mail continues to work “really, really well”, which confounds modern-day marketing trends.
