VIDEO: The Big Idea: Lida's MD on why direct marketing agencies are the best

In the third of four videos being broadcast this week, Lida's MD Mel Cruickshank explains why big ideas are a direct marketing agency's domain.

The videos are part of PRWeek’s The Big Idea project run in collaboration with the NSPCC. The project tests how well different agencies can respond to a client’s need for a strong, media-neutral communications solution.

Mindshare, Lida, Publicis Modem and Porter-Novelli have gone head to head to compete for the charity’s 2010 Helpline marketing brief.

Who wins? The result of the pitch will be revealed in the 25 September issue of PRWeek.