Finally, direct marketing is uniquely testable in the live marketplace. And, thanks to the Creative Continuum, we have been able to stage tests that go beyond “Which package works best?” to identifying an ideal messaging balance for ongoing campaign success.

Being able to view work in this context provides several key advantages:

More perspective. Both agency and client can more easily see what’s effective in meeting strategic objectives.
More collaboration. Clients become more involved in getting to the right approach.
More ideas. Clients get more, actionable ideas for their creative dollar.