PURLs of Wisdom

Headshot of Heather Fletcher

For companies that had their heads in the clouds when it came time to upgrade their computers, Hewlett-Packard, Intel and JDA Software Group thought it was time for some skywriting. The technology firms sent out personalized direct mail pieces that featured a man with his arms spread upward, experiencing an epiphany due to these fluffy words forming above his head: “Bruce Schwartz, The Moment Has Arrived.”

Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.
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