It’s not every day that an organisation tries something significantly new and different. Even more unusual is an organisation that tries something different and is prepared to share their results, even though those results didn’t meet expectations. Simone Williams takes us for a ride along the sometimes bumpy path of The Cancer Council NSW’s recent direct marketing integration trial. It’s not every day that an organisation tries something significantly new and different. Even more unusual is an organisation that tries something different and is prepared to share their results, even though those results didn’t meet expectations. Simone Williams takes us for a ride along the sometimes bumpy path of The…