The Australian Direct Marketing Association has now released the white paper that I wrote last year “The line doesn’t exist. An overview of how above-the-line media are becoming direct”

Made to Stick – Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath is a book that I had been meaning to read for a while, as it is promoted as a great supplement to one of my favourite books of all time: The Tipping Point by Malcolm Gladwell.

The book revolves around six key qualities of an idea that is made to stick, conveniently creating the acronym SUCCESs.

When was the last time you saw a branded spot 6:28 minutes long that could hold your attention? Well Johnnie Walker’s “Walk” (The man who walked around the world) definately does.