So after partaking in some fine ale at the Newcastle Beer Festival and catching up with some friends I found myself waking up in my hotel room in Newcastle with a slight headache. I now had the day to kill in Newcastle, and certainly one port of call had to be to the gallery which sat opposite my hotel… The Baltic Flour Mill, which for some reason had a bizarre message emblazoned on the side of this impressive gallery. The message simply read ‘The beginning of the war will be secret’. Which when placed on such an imposing looking building, certainly peaked my interest.

The message on the side of the gallery was of course advertising the work of Jenny Holzer, who is currently exhibiting at the Baltic in Newcastle/Gateshead until mid-May. A brief synopsis in the hotel guide had me hooked… as a writer and someone dealing in snappy headlines and slogans, I simply had to see this exhibition.

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In Marketing there are many ways for us to communicate with prospects or customers. From TV adverts to Press Ads, Web Banners and Websites to Direct Mail packs and emails… we have a rich tapestry of communication tools at our disposal.

Only one of these ways, however, allows us as Marketers to address the recipient with the word ‘Dear’. Only one is a personal one-to-one communication that is signed by a spokesperson or company owner.

It is of course… the letter. Read more…