Dear Santa,

My name is Vince Marini, and I think I have been a good boy this year. For Christmas, I would like:

- A client that understands why we cannot print, finish and mail their package in five days.

- A creative director who will allow me to see their designs before they show them to the client.

- An account executive who will not tell a client "Sure we can do that mailing for $0.03 each", before even speaking with the creative and production team.

- A client who understands that even in a down market, we should continue their loyalty program so their core audience does not forget them.

- An art director who will not ask the pressman to "Bring up the brown," while on a press approval.

- A group of vendors who will answer my phone calls and have the information I need at their fingertips.

- The best direct mail Production team in the world working with me.

- An art director who will not say "Who cares what postal regulations are, I want to send a live goldfish in this mailing."

- A client who understands that if we mine their database, we can use VDP (varible data printing) and produce a true one-to-one marketing campaign.

- A client who after understanding the above, will also realize we can not complete that project for under $0.10 each

Well Santa, you must have read my mind, because I have received all of these things in my career and more.

May you all get your wishes this holiday season and enjoy the time with your friends and family.

I look forward to continuing to interact with the members of WhatTheyThink.com and am always open to your column ideas…. Send me your wish list for next year and maybe Santa will grant them for you too!


Write and let me know.

The more we communicate, the better we will be at our careers.