Name: Richard Wynne Cole
Job Title: Graphic Designer
First job in the industry: Junior Designer at Ogilvy Mather many years ago!
Area of expertise: Logo creation, brand management and brochure layout
What kind of clients excite you the most? Artisan companies that are hands on, creative and a little risqué.
If you could give one piece of design/print advice what would it be? Always give the client something they could never do on their own – otherwise what value are you adding?
What inspires you when it comes to direct mail? The data and science behind direct marketing is what gets me excited about direct mail.
What future trends do you see for advertising mail? With the advances in variable data and personalisation advertising mail will get more interesting and relevant for the recipient as well as a lot more focused for the client.
What is the most important thing you have learned since working in the marketing/creative industries? Managing oneself in order to stay fresh, creative and interested.
Favourite marketing campaign? I always loved the Absolut Vodka – The Absolut Bottle campaign, and who can forget the “Whassup” campaign by Budweiser?
What gets you excited about DM? I love the personalisation and profiling aspect of DM and the future innovation such as personal video/audio – I think the proliferation of bot responses, fraudulent responses and digital activity appearing in undesirable online media will all allow for more innovation in classic print DM.
Dream client? I always had a thing for Converse shoes…. So working on their brand would be something.