Anatomy of a direct response print ad

Or, going "Full Ogilvy"

I recently interviewed Richard King: Pact's former head of growth, and my second boss. As part of our discussions, I was reminded of a print ad that ended up becoming an instant LTV generator for us. Here is the story behind that ad and the anatomy of how it came to be.

Almost ten years ago, I used to run offline acquisition at Pact. At the time, a lot o…