Direct is often seen as the "redheaded stepchild" of the marketing world, but I really enjoy it! It's like a two-fer, where you get to write ad headlines and long-form copy in the same assignment! But beyond that, I enjoy the challenge of writing for the medium: done right, it's intimate, active rather than passive, and the best part is you can measure the results, learn from what you did and then do it all over again. Click an image to learn more about the piece.