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Beauty is in the eye of the beholder and art is, well, whatever you want it to be these days it seems – even a direct mail campaign.

Royal Mail and London gallery Artomatic recently teamed up to launch an exhibition called “Open Up”, highlighting the creative and artistic qualities of a DM campaign.

To many people direct mail may be junk, but to those in the know it is an undiscovered masterpiece.

Tim Milne of Artomatics says: “Direct mail can evoke an emotional response. The mere fact that it is tactile means it is the most powerful medium to get straight to the heart, mind and conscience of the audience.”

If Damien Hirst can say a dead sheep is art, the Diary is all for celebrating the ephemeral beauty of DM.

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