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Mark Weninger's approach to direct marketing creative is holistic. "You need to bring all the conceptual strengths generally associated with general advertisers to the hard-nosed salesmanship of direct marketing," says Mr. Weninger, who recently relocated to New York from Minneapolis to become senior VP-executive creative director for Wunderman Cato Johnson, the direct marketing arm of Young & Rubicam. Mr. Weninger insists direct marketing can be creative and still be effective. "I'm not prepared to concede the conceptual big idea
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