Direct marketing industry aims to bring home creative talent

By IRENE CHAPPLE marketing writer

The direct marketing industry is suffering a lack of creative talent and is planning a campaign to woo people from Britain.

The reasons vary, but direct marketers agree there is a worrying dearth of creative people available for work, and agencies are looking overseas to fill the gaps.

New Zealand, a big hitter in international direct marketing awards, is seen as highly creative - yet still talent leaves.

Direct Marketing Association chief executive Keith Norris traces the drought back to the mid-1990s, when below-the-line advertising was a specialised discipline.

Since the growth in email business, clients have included direct marketing tactics in broader strategies. Advertising agencies have also diversified, and now offer one-stop-shop services, including direct marketing.

Such changes have led to an increase in marketing generalists and a drop in direct marketing specialists, says Norris.

He points as well to a lack of tertiary qualifications for the industry, leaving direct marketers to learn on the job.

Those who graduate with the association's Certificate of Direct Marketing are rapidly scooped up, says Norris.

Many direct marketers also blame the traditional overseas experience, saying its impact on the industry is particularly harsh because of demand for New Zealand-trained creative talent.

Still others blame the appeal of above-the-line advertising, often dubbed the sexy cousin of the direct marketing industry because of its higher profile.

Sydney-based agency Lavender, which opened a Wellington office in June on the back of a WestpacTrust direct marketing account, is still looking to fill creative positions. Other teams are being supported by the agency's Australian staff.

Its Australian creative head Rod Smith says the agency wants locals but the talent pool isn't big enough.

Robbins Brandt Richter, led by South African expat Trevor Moodie, spent six months trying to fill a creative position.

Moodie, a veteran of the Australian, United Kingdom and South African direct marketing industries, moved to New Zealand seven years ago and says it is thriving.

"This is a highly effective and highly productive [industry] by anyone's standards ... This market is regarded internationally as having very high standards."

Moodie wants to push the lifestyle attractions and creativity of the domestic direct marketing industry in a drive for talent.

As chair of the Direct Marketing Association Agency council, which represents around 25 agencies, Moodie is working with Norris on promotional tactics.

Moodie intends to develop an Education Roadshow to attract entry- level marketers, and rework the association's website to link in with its overseas counterparts and tempt expats home.

While a campaign using television or print advertising is considered prohibitively expensive, Moodie wants to tap into overseas contacts and use them to promote New Zealand as a career destination.

Norris says there should be progress on initiatives in three weeks.