You might think Stan (http://branddna NULL.blogspot NULL.com) bangs on an awful lot about folios. Take it from us, he knows a thing or two. And after sifting through the work of some of the industry’s best thinkers all weekend, we think he’s got enough reason to tell us what’s what when it comes to that pretty little book that might just get you a job.

Last weekend I judged the Direct Marketing section for the MADC Awards. I have judged direct work a couple of times before, but this time was very different.

Sure there were the usual selection of clever mail packs and three-dimensional pieces, but what was noticeably different was the sheer breadth of work entered into the category. Much of it already awarded at Cannes earlier in the year.
It’s as if direct has become the new place to be for creativity. Well this year anyway!
Yet hardly any of the kids who come to show me their folio have direct ideas in them. Mind you, they don’t have many digital ideas either.

What I can’t work out is why.