Few direct marketing profess-ionals today fail to recognise the tremendous impact the involvement of a suitable premium can have on the results of any direct marketing campaign or cover-mount promotion. Such merchandise can be used to increase response in off-the-page techniques, as a conversion incentive, door-opener, member-get-member, reward or holding effort gift, or in any other form of classic mailing campaign. Given the nature of the market, it is often the case that a premium succeeds, too, in the most difficult job of obtaining repeat commitment, not just once but again and again. Thus innovation and creativity are prime requirements which Source fulfils repeatedly for its major blue-chip clients in this sector. Briefing the company at the concept stage of a campaign enables the premium item to become an integral part of the overall strategy rather than simply a ‘bolt-on’ afterthought. Source specialises in creating and supplying the latest merchandise at the most competitive prices available.