On Tuesday 15 November 2011, copywriter Frank Chamberlin’s DM Forum turned 10.

The Australian direct marketing community celebrated a decade of the event with the return of the incorrigible Malcolm Auld, principal at MAD (Malcolm Auld Direct) and inaugural DM Forum speaker, and Liz Savage, head of marketing at Virgin Australia.

Auld presented an alternative look at online direct marketing, raising a few eyebrows with the below video you may think you’ve seen before:

In his argument against the increasing spend on digital direct versus traditional direct, Auld used the example of the biggest digital brand in the world. The one most businesspeople will have received a piece of direct mail from. In the form of a free trial offer, this campaign has been ongoing for years. The brand? Google. Who hasn’t received a free $50/$75/$150 AdWords offer?

Savage allowed the crowd a behind-the-scenes look at Virgin Australia’s rebrand and the commercial realities that led to it. She explained the internal marketing benefits of rebranding in the right order: establishing the brand values and promise before developing creative and buying media.

“In brand change, articulate brand values and determine symbols early for powerful effect,” counseled Savage.

The professional envy was palpable.

She concluded with fighting words: “Move over QANTAS!”

Marketing magazine congratulates Frank Chamberlin on 10 years of bringing together some of the most influential marketers. We always look forward to Frank’s quarterly DM Forums and think you should too. The next is 28 February 2012. Click here for details.

Marketing magazine thanks Tarin Grey Photography for documenting the evening. Photos below:

Event founder Frank Chamberlin receiving a congratulatory award for the DM Forum’s 10th Anniverary.

Linda Cunningham, SOS, with professor Steve Worthington, Monash University.

Evan Johnson, vice president at ACE Group, with Malcolm Auld, principle at MAD (Malcolm Auld Direct).

Olivia Passmore, development manager at YMCA Victoria.

Frank Chamberlin, DM Forum founder, with Luke Child, national marketing manager at Australia Post.

Peter Barnet, chief printing innovator at Print Impressions, with Cassandra Allen, copywriter and marketer at Action Words.


Frank addressing the crowd.

Professor Mike Ewing, head of marketing department at Monash University.

Malcolm Auld asking the crowd who opens their own physical mail? Everyone.

Liz Savage, head of marketing at Virgin Australia.