The Drayton Bird Academy

This is the first full Direct Marketing course to be offered by Drayton Bird.

It calls for demanding study, guided by internationally recognised teachers and practitioners.

Upon successful completion you will:

• Understand the principles, strategies and tactics of direct and interactive marketing
• Know how to establish and manage a marketing budget for optimum
• Return on Investment
• Know how plan - implement and evaluate successful campaigns – online and offline
• Be able to exploit data and build profitable relationships with their customers
• Have a broad understanding of all aspects of direct and interactive marketing in all media, for all normal types of organisation in all circumstances.

What this Certificate confers

This course will provide you with a formal qualification – one which demonstrates you fully understand the theory and practice of direct and interactive marketing. It will also supply organisations with a stream of properly qualified individuals. And since better people are one of the great secrets of competitive advantage, the value of this is hard to overstate.

Timing

A full 18 modules of on-line distance training, with interactive seminars and assignments to complete.

At the end of the course you will sit an exam.

What does the certificate course cover?

It covers everything from what D&DM is and how it evolved, to European legalities. You discover all about database, research and testing, finances, customer value, the difference between online and offline, print and production, secrets of creative – right down to how to succeed in your career.

You also learn about logistics and fulfilment, selling to business, charity, financial services, mail order, publishing, the various media from direct mail to TV, e-mail, the telephone, websites, loyalty schemes and CRM. In fact everything right down to how you write a business or marketing plan and recruit good people. (click here to read the full syllabus)

Who will you learn from?

Perhaps the most impressive galaxy of international experts any such course has ever offered. Drayton Bird, has taught in 43 countries; he was the leading trainer for Ogilvy and Mather direct worldwide, later creating and conducting a special training course for American Express senior executives.

He was named Teacher of the Year by the U.K. Institute of Direct Marketing. Many leading business thinkers, teachers and practitioners are contributing including Professor Srikumar Rao whose pioneering work on Creativity and Personal Mastery has been praised in The Wall Street Journal, Time, Fortune and many other publications.

Others include Ales Lisac, leading Slovenian teacher and entrepreneur, who has worked successfully in six European countries, Steve Harrison, winner of more Cannes direct creative awards than anyone in the world and Rowan Gormley, co-founder with Sir Richard Branson of three successful Virgin companies. (click here to read more about your teachers)

If what you have read interests you, we suggest you to keep browsing through the website and find out all the details about Direct and Interactive Marketing.

If after doing so you still have questions, please contact us. We always aim to reply promptly. Or simply book your place below.

Direct Marketing defined - where it fits into business and why you need to understand it.



Why most marketing is totally stupid - shocking global research revelations

The only three questions your customers give a hoot about. (Few marketers even try to answer them - so fortunes are pissed away)

How to be a complete marketer: 

12 marketing disciplines you should understand: most businesses struggle with just one.



Upside down marketing lunacy: why people persist in getting things in the wrong order.



The Absolute Essentials of Creative.



How to: 

• Manage your time. 
• Plan your creative better.
• Brief others (or yourself) better.
• Think up better ideas.
• Write better.
• Judge design better.

Evaluate stuff better - before and after.
... with lots of ideas to steal.



15 things I did to make a million or two - starting from minus zero



My partners and I were stony broke. I owed so much I was using a false name. In under four years we were the UK's biggest direct marketing agency.

In exactly seven years eleven months I sold to Ogilvy and Mather.

Then ...



... my life with Ogilvy 



• The secret he told me at Claridges
• The day we made a video
• The Ogilvy approach to Christmas
• When I asked about his mistakes
• The fateful phone call
• The garden party
• "I may not be a great lover but ..."
• His fear of Leo Burnett ... and what he said to Hallmark cards
• Selling ads in Helena Rubinstein's bedroom
• "Your beautiful car"
• What he said about Martin Sorrell
• The scent of a whore's boudoir
• Rosser Reeves' Dirty trick

"What does Drayton Actually do?"

Why do people fly from as far away as Australia, not once, but repeatedly to see him?

For 67 years, he's successfully helped sell everything from Airbus planes to Peppa Pig.

Not forgetting insurance, hotels in Paris, machinery for filling pork pies, online legal services and Mercedes cars.

And worked in 55 countries with many of the world's leading brands.

People like American Express, Audi, Bentley, British Airways, Cisco, Columbia Business School, Deutsche Post, Ford, IBM, McKinsey, Mercedes, Microsoft, Nestlé, Philips, Procter & Gamble, The Royal Mail, Toyota, Unilever, Visa and Volkswagen.

I've worked with four of the top five ad agencies.

My book - Commonsense Direct and Digital Marketing - out in 17 languages, has been the UK's best seller on the subject every year since 1982.

In 2003 The Chartered Institute of Marketing named me one of 50 living individuals who have shaped today's marketing.

The leading UK magazine 'Campaign' called me 'the only universally acknowledged point of creativity in the direct marketing world'.

I was a main board member of the Ogilvy Group ... a founding member of the Superbrands Organisation ...

.. one of the first eight Honorary Fellows of the Institute of Direct Marketing ...

...one of the first three people named to the Direct Marketing Association of India's Hall of Fame.

I've also been given Lifetime Achievement Awards by the Caples Organisation in New York and Early To Rise in Florida.

Gary Bencivenga, widely regarded before his retirement as the world's best direct marketing copywriter said:

"Your books are among my most valued possessions and easily among the greatest ever written on advertising, right up there with those by Caples, Ogilvy, Schwab, Reeves and Hopkins"

The world's most successful copywriter after Gary retired is Clayton Makepeace. He made as much as $6 million a year. After talking to me he said:

"Triggered so many great ideas and confirmed so many closely held beliefs of mine, well, believe it or not, words fail ..."

And Sir Martin Sorrell - Founder of WPP (the world's biggest advertising and marketing group) said:

"Drayton Bird is a wise and wily direct marketer. People all over the world have been lucky enough to learn from him."

From ghastly and costly experience:

• 150 simple, stupid and amazingly popular ways to screw things up.

• What I learned from Gene Schwartz.

• The Bullworker story - and why I didn't make a million.

• Lethal Secret Weapons most ignore ... starting with a brothel and a man who fell downstairs.

• What most designers don't know about layout - and how it kills your sales.

• Why your market is like an animal.

• Your deadliest business enemy - and how to beat it.

• Who is your most important customer? The answer may surprise you.

• The 5 reasons your creative sucks.

• Three human weaknesses that make you rich.

• Why are you beating that donkey? - The two great motivators analysed.

• What a psychiatrist told the boss of JWT - with an example, plus a song from my baby.

• The curse of jargon (but when you need to use it).

• What I learnt about running a business.

• Ogilvy's not-so-magic wand - the idea he stole and the secret ingredient that doubled Rolls Royce sales.

• Better advice than I can give you: Nuggets of Inspiration from Mozart, Napoleon, Hemingway, Wellington, John Caples,  
• Ogilvy, Hopkins, Einstein, Leo Burnett, H. L. Hunt, Cindy Crawford, Marilyn Monroe, Ted Levitt, Victor Ross.

• What you can learn from a bank robber - Who are your best prospects? Are you chasing after the wrong ones - and why?

• Smart stealing: how an ad from the time of the U.S. Civil War became the world's most profitable mailing.

• My favourite client. A story about song-writing that teaches you about the secret of memorability ..."What is left when the bribes are removed" ... Sweepstakes ... yes and no and maybe ... Sigmund Freud.

• What a psychiatrist told the boss of JWT - with an example, plus a song from my baby.

• Little ads nobody notices.

• Our briefing template analysed.

• How did he sell that Ham?

• One of the best ads I've ever seen - and why I think so.

Still not quite sure you should sign up?

Please don't take my word for it. Read what others say about Drayton:

"That was great - everyone was really buzzed up when we left ... 48 hours later I got two good pieces of copy from people who'd never written before in their lives"

- Rowan Gormley, Co-Founder, Virgin Money, Virgin Wines, Naked Wines and CEO Majestic Wines

 
"Drayton Bird doesn't teach, he inspires you. One day with him is worth a month with most other professionals"

- Rod Pullen, Managing Director, Batey Advertising Singapore

"I learnt more in half an hour of Drayton Bird than on the 6-day marketing course I attended"

- Senior Marketing Manager, Xerox (UK)

"One employee put Drayton Bird's ideas into practice and in one week the responses increased by 25 percent"

- Robert Howells, Director, Marketing Systems, IBIS information Services

"Our clients in Asia line up to hear him speak. Others fly him to exotic places to speak for an hour at a marketing meeting"

- Godfrey Rooke, Managing Director, O&M Direct Hong Kong

"If your business at all relies on direct marketing, grab Drayton Bird's seminar notes, do exactly what he says, and watch the promotions work... then secretly delight as people call you the expert"

- Carl Daikeler, President Beachbody (a leading DRTV firm)

"In 2 days, I found answers to a year's worth of problems"

- Monica Yip, Chase Manhattan Bank, Hong Kong

Who is Drayton Bird?

Drayton Bird is a legendary British direct marketing expert who has shaped modern marketing over six decades. He's been named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing Drayton Bird - About the Author | Kogan Page , alongside figures like Philip Kotler and Tom Peters. David Ogilvy famously said of him: "Drayton Bird knows more about direct marketing than anyone in the world." 

Career Achievements

Early Career and Agency Building: Bird started as a journalist before becoming a copywriter. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency and which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O & M Direct become the world's largest direct marketing agency network.

Global Experience: He has 60 years' experience in 55 countries 51 HELPFUL MARKETING IDEAS  and has worked with major advertising agencies including Y&R, JWT, FCB, and Leo Burnett. In various capacities – mostly as a writer – Drayton has helped sell everything from Airbus planes to Peppa Pig.

Published Works: Bird has authored multiple influential books. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK's best seller on the subject every year since 1982. He's also written 6 books, out in 17 languages. 

Why You Can Benefit from His Teachings

Proven Track Record: Bird's methods are backed by decades of real-world success. As one client testimonial states: "Their no-nonsense approach using proven techniques and clear, detailed copy works. Since putting them to the test with an email campaign their executions have consistently outperformed control groups." Testimonials – About our work, and Drayton – Drayton Bird Associates 

Timeless Principles: While marketing channels evolve, Bird focuses on fundamental human psychology and persuasion principles that remain constant. His emphasis on testing, clear communication, and understanding customer motivations transcends technological changes.

Practical Approach: As one advertising executive noted: "Drayton doesn't just teach. He inspires you." Drayton Bird expert profile | Marketing Donut  His teaching style combines practical wisdom with actionable techniques rather than abstract theory.

Direct Response Focus: Bird specialises in marketing that generates measurable results. His approach emphasises accountability and ROI, making it particularly valuable for businesses that need to justify their marketing spend.

Writing and Persuasion Skills: Bird has "spent the last 53 years writing stuff to persuade and sell almost every single day" and offers to teach these skills in concentrated formats.

Cross-Industry Application: His experience spans virtually every industry and product type, from complex B2B sales to consumer goods, making his insights broadly applicable.

Bird's teachings are particularly valuable because they combine the wisdom of classical advertising giants like David Ogilvy with decades of hands-on testing and refinement in the digital age. His focus on human psychology, clear communication, and measurable results provides a solid foundation for anyone looking to improve their marketing effectiveness.

Who is Drayton Bird?

Drayton Bird is a legendary British direct marketing expert who has shaped modern marketing over six decades. He's been named by the Chartered Institute of Marketing as one of 50 living individuals who have shaped today's marketing Drayton Bird - About the Author | Kogan Page , alongside figures like Philip Kotler and Tom Peters.

David Ogilvy famously said of him: "Drayton Bird knows more about direct marketing than anyone in the world." 

Career Achievements

Early Career and Agency Building: Bird started as a journalist before becoming a copywriter. In 1977, with two partners, he set up Trenear-Harvey, Bird & Watson, which became the UK's largest DM agency and which he sold in 1984 to Ogilvy and Mather. As international Vice-Chairman and Creative Director, he helped O & M Direct become the world's largest direct marketing agency network.

Global Experience: He has 60 years' experience in 55 countries and has worked with major advertising agencies including Y&R, JWT, FCB, and Leo Burnett. In various capacities – mostly as a writer – Drayton has helped sell everything from Airbus planes to Peppa Pig.

Published Works: Bird has authored multiple influential books. His book, Commonsense Direct and Digital Marketing, out in 17 languages, has been the UK's best seller on the subject every year since 1982. He's also written 6 books, out in 17 languages. 

Why You Can Benefit from His Teachings

Proven Track Record: Bird's methods are backed by decades of real-world success. As one client testimonial states: "Their no-nonsense approach using proven techniques and clear, detailed copy works. Since putting them to the test with an email campaign their executions have consistently outperformed control groups." 

Timeless Principles: While marketing channels evolve, Bird focuses on fundamental human psychology and persuasion principles that remain constant. His emphasis on testing, clear communication, and understanding customer motivations transcends technological changes.

Practical Approach: As one advertising executive noted: "Drayton doesn't just teach. He inspires you." Drayton Bird expert profile | Marketing Donut  His teaching style combines practical wisdom with actionable techniques rather than abstract theory.

Direct Response Focus: Bird specialises in marketing that generates measurable results. His approach emphasises accountability and ROI, making it particularly valuable for businesses that need to justify their marketing spend.

Writing and Persuasion Skills: Bird has "spent the last 53 years writing stuff to persuade and sell almost every single day" and offers to teach these skills in concentrated formats.

Cross-Industry Application: His experience spans virtually every industry and product type, from complex B2B sales to consumer goods, making his insights broadly applicable.

Bird's teachings are particularly valuable because they combine the wisdom of classical advertising giants like David Ogilvy with decades of hands-on testing and refinement in the digital age. His focus on human psychology, clear communication, and measurable results provides a solid foundation for anyone looking to improve their marketing effectiveness.