DM loves... radio

Chef Heston Blumenthal and celebrated genius Albert Einstein have both built their successes on questioning mainstream concepts. Similarly, GCap Media sales and marketing director Simon Daglish swears by the unconventional media combination of direct mail and radio.

One is known for its trusted and personal nature while the other is good at delivering detail, physical engagement and building relationships - but the two combined can prove a powerful alliance.

And they work together precisely because they have these opposing characteristics. One advertiser that has experience of combining the two – using radio as the indirect response half of a direct campaign –  is The Central Office of Information, as Daglish explains in detail.

When marketing funds are limited, direct media and radio can work well together, particularly as radio's regional flexibility can be called upon to run test activity.