Hasta La Creative!

Noted direct-mail copywriter Malcolm B. Decker passed away on Feb. 16 at age of 87. Mr. Decker brought new life to the Wall Street Journal’s direct mail creative in 2003 by replacing the old campaign that reigned for 30 years.

After working for McCann Erickson and Walt Disney Productions, a New Jersey native and Navy veteran started his own company, Malcolm Decker & Associates, in 1972. Mr. Decker worked on numerous direct-mail campaigns that utilized conversational tones, including an ad for the National Trust of History Preservation. The 1975 campaign offered limited-edition porcelain boxes with gold hinges that raised $1.5 million, more than twice the goal of the National.

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