Effective Direct Response marketing demands an occult mix of art and science, weighing subjective tastes against objective tests. As creative leader for the Optimum Direct account, I've overseen development and production of more than 90 DM pieces per month, developing cohort tests, format tests, language, paper and even indicia tests to maximize Optimum's advantage in the crucial New York Metro marketplace. My work has garnered numerous Mark awards and delivered results definitive enough to win both the African American and Hispanic accounts from specialist agencies.
Don Kilcoyne • Writer • Designer • Creative Director
© 2016 Don Kilcoyne