My whitepaper for the Australian Direct Marketing Association: The Line Doesn’t Exist

Back in 2008 I was lucky enough to be named Young Marketer of the Year by the Australian Direct Marketing Association.

A big part of why was my philosophy that “the line does not exist”, or that the historical divide between above-the-line, below-the-line, and online is dead.

In order to share this philosophy, I was named as a founding member of ADMA Multi-Channel Acquisition Council Executive Committee. and set out with Alison Ells from Australia Post to interview a series of industry experts across online advertising, interactive television, digital radio, outdoor advertising, mobile phones and print advertising, to prove our philosophy.

As a result of these interviews, back in May 2010, the council presented a popular seminar called ‘Are all channels now direct?

They have also now released the white paper that I wrote with Alison on the topic “The line doesn’t exist. An overview of how above-the-line media are becoming direct”

The Line Doesn't Exist White Paper

The Line Doesn't Exist White Paper

Check it out and let me know what you think!

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Categories: Advertising, Digital Marketing, Direct Marketing, Marketing Strategy, Multi Channel Marketing, White Papers

Author:Chris Maloney

Chris is a multi-channel marketing strategist and one of Australia's most awarded young marketers.


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