BMW
The dawn of (personalized) junk mail… oops, sorry about that.

In 1980, in an effort to reach people with the money to buy an expensive BMW coupe, an advertising agency modest in size but perhaps less so in demeanour, asked itself (and others), why, in the light of developing technologies, two or more databases, heretofore deemed incompatible, could not be united. The matter was studied and, whadya know, a new industry was born! Not everybody was delighted.
(For how we broke all the rules to catapult the BMW marque from “auto aficionado only” recognition to equal status alongside Mercedes Benz - in three short months - please click here).