Archive for 2019

Ode to Lester Wunderman, father of direct marketing

By: Nick Loise on: January 18th, 2019 3 Comments

This week we lost Lester Wunderman, known as the father of direct marketing.  He was 98. A college drop-out with no formal training in advertising, he got into the mail-order business when he and his brother, Irving, proposed that the two of them work for one salary split between them. He became the advertising executive who pioneered the modern techniques of “direct marketing,” a term he coined, first using it in a 1961 speech to[…]

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