Ex Ogilvy One Executive Creative Director, Tricia Snowball, has recently started up Under the radar, a new agency specialising in one to one communication across a multitude of channels - including direct mail, specific market brochureware, internal and external loyalty, through to dark marketing and one to one guerilla programmes.
"The idea," says Tricia, "is to provide good value and quick turnaround by using only senior people and by offering very reasonable fees. Our aim is to dovetail rather than compete, with classic advertising agencies. We've found that a lot of agencies have only one or two accounts which require this kind of work and, because this is not enough demand to put in a whole specialised team, the work goes into the general studio/production dept who don't usually have enough experience to get the required results at the right cost per response."
UTR is off to a good start. Their first job, an acquisition direct mail piece for a financial house, pulled more converted response that any other acquisition activity in the history of the brand!
