Precision Marketing articles from April 2006

Precision Marketing archives from April 2006

UK anti-spam record exposed.(United Kingdom)
April 7, 2006... The UK has been exposed as one of the worst enforcers of EU anti-spam laws. According to research from law firm Osborne Clark, the UK not only has one of the poorest enforcement records, it also imposes among the softest penalties on...

Danone hands Actimel to Liquid.(marketing contract)(Brief article)
April 7, 2006... Danone is channelling a major slice of its Actimel marketing budget into a direct agency for the first time. The dairy and water product giant has appointed Liquid Communications to handle a direct marketing account worth about #1m,...

STO Response lands Dollond & Aitchison brief.(Sharpen Troughton Owens )(Brief article)
April 7, 2006... High-street optician Dollond & Aitchison (D&A) has appointed Sharpen Troughton Owens Response (STO) to handle its direct marketing account. The business was awarded following a lengthy four-way pitch process against incumbent Target...

Adare agrees #120m management buyout.(Adare Printing Group PLC restructures)
April 7, 2006... A team of seven directors at print management company Adare Group have taken control of the company in a management buyout worth #119.5m. Bank of Scotland has backed the acquisition and provided the funding, in the shape of an integrated...

PM awards unveil new category nominations.(Brief article)
April 7, 2006... The shortlists for three new categories at the Precision Marketing Response Awards 2006 have been finalised. The nominations for the new Agency of the Decade category are: Archibald Ingall Stretton, Barraclough Hall Woolston Gray, Craik...

Warner Breaks in email offensive.(with help of e-rm )(Brief article)
April 7, 2006... Holiday company Warner Breaks is turning to e-marketing to boost sales among the over-50s. The travel company, part of the Bourne Leisure Group, which owns Butlins and Haven & British Holidays, has appointed email marketing agency e-rm -...

Alzheimer's Society relays Corrie story to touch donors.(direct mail campaign )(Brief article)
April 7, 2006... The Alzheimer's Society is leveraging one of the biggest recent TV soap storylines in a direct mail campaign to help it raise awareness and funds. The charity has signed up actor Johnny Briggs, who plays Mike Baldwin in ITV's Coronation...

Rizla lures targets via 'Pass the Parcel' viral.
April 7, 2006... Rizla is launching a viral game in an effort to bolster its prospect database. The game, entitled 'Pass the Parcel', has been created by online branding agency Sense Internet. It will be sent to the 15,000 members on the cigarette...

P&O refreshes online identity to win over Web bookers.(Brief article)
April 7, 2006... Travel company P&O Cruises is overhauling its online strategy in an effort to entice the growing number of holidaymakers who book their breaks online. The P&O website has been reconstructed to make it easier for users to research and...

Best Western Hotels sets out direct roadmap.(marketing contract given to Bright)(Brief article)
April 7, 2006... Best Western Hotels has appointed direct agency Bright to its UK integrated marketing account. The agency was hired after it produced a series of test campaigns. No pitch process took place. Bright has been briefed to overhaul the...

DMA slams pilot D2D prohibition scheme.(Direct Marketing Association)(Brief article)
April 7, 2006... The DMA (UK) has branded a new trial scheme to deter door-to-door (D2D) marketers in Portsmouth "confusing" and a "knee-jerk reaction". The action comes in response to the news that D2D marketers face the possibility of a jail sentence...

Mulholland heads Crayon creative.(Steve Mulholland joins Crayon Direct )(Brief article)
April 7, 2006... Crayon Direct has hired ex-Wunderman creative Steve Mulholland to run the agency's creative department. Mulholland has been working as a creative director for the past eight years, for agencies including JWT, Agency.com and, most...

IN BRIEF: Deaf charity seeks DRTV agency.(direct response television )(National Deaf Children's Society )(Brief article)
April 7, 2006... The National Deaf Children's Society is looking for a direct agency to create a DRTV campaign. The charity has approached several agencies with a brief for the ad, which would form part of a general fundraising campaign. A spokeswoman for...

IN BRIEF: Isolagen Europe hires Snowball.(direct marketing )(Brief article)
April 7, 2006... Beauty specialist Isolagen Europe has appointed direct shop Snowball to handle its customer relationship programme and direct marketing account. The London-based outfit was approached by Isolagen as a result of its work for another client,...

IN BRIEF: Pugh scoops creative role at WDMP.(Brief article)
April 7, 2006... London agency WDMP has appointed Graham Pugh creative director. Pugh joins the agency from FCB, where he worked for six years, starting as a senior copywriter, and working his way up to deputy creative director. He began his career at BMP in...

IN BRIEF: Flymo urges customers to upgrade.(lawnmower technology campaign by EHS Brann Leeds)(Brief article)
April 7, 2006... Gardening specialist Flymo is launching a direct mail campaign to promote its latest lawnmower technology to a database of green-fingered customers. The spring mailing, created by EHS Brann Leeds, includes a game that plays on the typical...

Standard Life pack to press targets for demutualisation.(Standard Life Assurance Company )(Brief article)
April 7, 2006... The Standard Life Assurance Company is launching a 5 million-strong direct mail campaign in a bid to persuade members to back plans to demutualise. Standard Life members in over 140 countries across the world will receive a 'Vote and...

Volvo forces prospects to pine for new C70.(direct mail drive by EHS Brann Cirencester)(Brief article)
April 7, 2006... Volvo aims to appeal to prospects' senses in a direct mail drive to promote the launch of its latest C70 coupe convertible. The mailing, created by EHS Brann Cirencester, is to be sent to 20,000 warm prospects and fleet managers,...

Dataforce set to undergo #10m takeover.(Twenty acquires)(Brief article)
April 7, 2006... Investment company Twenty has acquired Dataforce in a #10m reverse takeover. The deal is part of Twenty's 'buy and build' strategy. It intends to create a marketing services group that focuses on data gathering, management and analysis....

Alpro in independent magazine offensive.(Alpro N.V.)(Brief article)
April 7, 2006... Soya products specialist Alpro is launching an independently edited consumer magazine as part of an integrated marketing campaign. Wellbeing focuses on health, exercise, nutrition and environmental issues, with contributions by celebrities...

Regus pushes flexi-office space.(campaign by Meteorite)(Brief article)
April 7, 2006... Office space rental company Regus is looking to boost sales with an integrated business-to-business drive. The campaign, which has been created by Meteorite, comprises direct mail, press ads and online activity. A mailing will be sent...

ROI should not just be an afterthought.(return on investment)(TouchPoints research)
April 7, 2006... The IPA's TouchPoints research provides useful insight into consumers' daily routines and media consumption. In today's busy world, consumers call the shots in terms of when they choose to consume media and how they interact with it. It is...

NEWS ANALYSIS: Search for ready-to-buy customers stops online.(internet marketing)
April 7, 2006... Search marketing is commanding an increasing share of adspend, and it isn't hard to see why. It offers brands the perfect chance to catch consumers' attention - just as they're researching their next buy When Sergey Brin and Larry Page...

NEWS ANALYSIS: Domestic breaks holding their own against overseas.(marketing )
April 7, 2006... Undeterred by competition from overseas breaks, domestic holiday providers have plenty of tricks up their sleeve to keep families coming back for more fun and games - and, they claim, unbeatable value As family trips abroad get cheaper and...

NEWS ANALYSIS: Consumers 'happiest dictating terms of marketing'.
April 7, 2006... The DMA (UK)'s annual probe into consumer attitudes towards direct marketing reveals that they are becoming more headstrong about determining the type of communications they receive The growing trend of 'selective consumerism' shows no...

OPINION: The more you push, the less you'll get.(marketing services)
April 7, 2006... Many years ago when I worked for Ogilvy & Mather, the agency was asked to repitch for the Shell account, a long and fruitful arrangement that had lasted over 30 years. On the day of the pitch, a sign saying 'Ogilvy & Mather welcomes...

VIEWPOINT: We can't take any chances with TUPE.(transfer of undertakings)
April 7, 2006... No one can tell yet what, if any, impact TUPE will have on direct marketing agencies. However, they need to prepare for the worst, rather than let it take them by surprise The Transfer of Undertakings (Protection of Employment) (TUPE)...

LETTER: Marketers aren't getting out in the field enough.(Letter to the editor)
April 7, 2006... I found the field marketing survey (PM March 24) very interesting, but I must comment on the assumption that using hand-held terminals for data collection is now the norm. It would be great if this was true, but our research last year showed...

LETTER: What about the 'friendly' mailing?(Letter to the editor)
April 7, 2006... It's no secret that marketing budgets are moving increasingly towards digital and direct marketing. But while digital steals 5 per cent of all adspend and gains all the plaudits for its stellar rise (up 3.55 per cent from a year earlier),...

LETTER: Postcomm won't be rash over PAF.(Letter to the editor)
April 7, 2006... I would like to assure Martin Boddy of Jaywing (Letters, PM March 24) that Postcomm will not "wade in" and begin making changes to the Postcode Address File (PAF) structure without consulting the industry and Royal Mail. We are well...

OPINION: Agency middlemen face make or break.(Mutel's Matchmaking Association)(Column)
April 7, 2006... If I had #1 for every time someone has complained to me about intermediaries, I reckon I'd have enough money to launch one of my own. I'd probably call it Mutel's Matchmaking Association (that's the MMA to you). If it failed, it wouldn't...

Creative Critique.(advertising campaigns)
April 7, 2006... This week's Critique is by Caitlin Ryan, creative director at Proximity London. I am acutely aware that this is quite a dry subject, but, as the debate on pricing in proportion (PIP) hots up, I thought it might be useful/responsible/...

SPECIAL REPORT - GIS: Trading secrets.(geographic information systems)
April 7, 2006... Geographic information systems are now providing consumers, as well as marketers, with online access to profiles of any given area. But they are not just absorbing these details; they are actually volunteering them, too Michele...

LIST/INSERT FILE: Boat Show list goes up for sale.(Brief article)
April 7, 2006... A database of 30,000 visitors to The Boat Show - held every year in Southampton and London - is being released through Lloyd James Group. They are predominantly financially astute, professional men who are aged over 30 and have a high...

LIST/INSERT FILE: Business data released for hire.(AP Information Services)(Brief article)
April 7, 2006... AP Information Services, a provider of business contact information, is launching Crawford's Directory of City Connections 2006. This annual directory contains details of senior executives from over 4,600 major companies. It lists the...

LIST/INSERT FILE: The Prize Draw Centre released.(Brief article)
April 7, 2006... Competition website The Prize Draw Centre is releasing its list of 30,000 subscribers through Evolution DM. The site enters all subscribers into a wide range of competitions, prize-draws and sweepstakes. They are guaranteed automatic entry...

LIST/INSERT FILE: Boxclever unveils 500,000 names.(Brief article)
April 7, 2006... Rental firm Boxclever is making its file of 500,000 customers available through McCarthy O'Connor. Individuals have rented or continue to rent a wide range of products, from small televisions and DVD players to home cinema systems. ...

LIST/INSERT FILE: Design Centre file hits market.(Business Design Centre )(Brief article)
April 7, 2006... Upper Street Events Arts & Leisure, part of the Business Design Centre in Islington, London, has released its database of nearly 90,000 names through Lloyd James Group's list and media management team. The file contains people who have...

MOVING PEOPLE: Beard hired to manage CMW Ignite.(John Beard )(Brief article)
April 7, 2006... Clark McKay and Walpole has promoted John Beard to the role of studio manager of its retail division, CMW Ignite. In his new role, Beard will manage a team of six, tasked with streamlining studio processes and ensuring that CMW Ignite stays...

MOVING PEOPLE: Cheung rises to Wegener marketing manager.(Jennifer Cheung gets promoted at Wegener Direct Marketing)(Brief article)
April 7, 2006... Consumer data intelligence company Wegener DM has promoted Jennifer Cheung from marketing executive to marketing manager. Cheung joined the company in 2004 from Reed Exhibitions, where she promoted the direct marketing and incentive portfolios....

MOVING PEOPLE: Qbase appoints Bhargava and Kelly.(Anurag Bhargava and Mike Kelly )(Brief article)
April 7, 2006... Qbase, the Warrington-based data management consultancy, is bolstering its offering with two new recruits. Anurag Bhargava joins the senior management team as operations director, and Mike Kelly arrives as marketing database analyst....

Nice Work: Harriet Brockbank.(WDMP)(Brief article)
April 7, 2006... Name: Harriet Brockbank Company: WDMP Job title: Senior account manager Responsibilities: I am responsible for the day-to-day running and development of some of our key clients. This involves managing a small team to carry out the...

Waste war 'too close to call'.(Brief article)
April 14, 2006... The outcome of the direct marketing industry's war on waste, to meet Government demands that 30 per cent of delivered direct mail be recycled by the end of 2005, is on a knife-edge. DMA (UK) bosses are going through the figures with a...

BT faces industry ire for funding local door-to-door 'no go zones'.(Brief article)
April 14, 2006... BT has been accused of trying to prevent rivals from selling products door to door (D2D), by part-funding a pilot 'No cold calling' scheme. The company is thought to be supporting several projects across the UK, and is known to have...

Virgin Holidays marketing boss quits after year.(David Coutts)(Brief article)
April 14, 2006... Virgin Holidays marketing director David Coutts, who spearheads the company's direct and loyalty marketing, is leaving after less than a year. He is to return to his native Australia for personal reasons. It is believed that Julie...

PlayStation in major assault for 24 game.(Sony PlayStation's new game campaign by 20:20 London)
April 14, 2006... Sony PlayStation has launched one of its most elaborate and ambitious marketing campaigns to promote the release of 24: The Game, based on the TV series starring Kiefer Sutherland. The campaign, created by 20:20 London, comprises direct...

Sport Relief rounds up 'Extra Mile' volunteers.(Brief article)
April 14, 2006... Sport Relief, the charity tackling poverty in the UK and around the world, is launching a direct marketing campaign to get as many people on board as possible. The charity, created by Comic Relief and BBC Sport, is holding its third 'Go...

Suzuki pushes SX4 in banner blitz.
April 14, 2006... Suzuki is launching its biggest online drive to date, as part of a pan- European integrated campaign to promote its latest lightweight SUV, the SX4. The campaign, created by integrated agency Nexus/h, also features TV and press ads and...

Manchester United TV boss quits to launch consultancy.(Peter Brookes)(Brookes Media been set up)(Brief article)
April 14, 2006... MUTV chief Peter Brookes, who joined Manchester United's TV channel in January 1999 - four months after its launch - is to step down as managing director, to set up his own consultancy, Brookes Media. Man United director of media Sameer...

Opodo hands Black Sun key direct business.(marketing contract)(Brief article)
April 14, 2006... Online travel portal Opodo has appointed Black Sun to handle its pan- European customer management and data account. The move marks the first time that Opodo has hired an agency to focus on its data and direct marketing strategy. Black Sun...

Holiday Inn offers city breaks prize with viral offensive.(marketing campaign by ePrize )(Brief article)
April 14, 2006... Holiday Inn is offering UK customers the chance to win breaks to some of the world's most exciting cities, in a viral marketing campaign. The initiative, created by ePrize and entitled 'Holiday Inn room with a view', centres on microsite...

Mirror Group Newspapers bolsters data.(technology supplied by Alchemetrics)(Brief article)
April 14, 2006... Mirror Group Newspapers (MGN), publisher of the Daily Mirror and People, is turning to new technology to boost its data strategy. The solution, supplied by Alchemetrics, will significantly improve the recency of information, as well as...

Brands face post rise as EC enters VAT row.(Brief article)
April 14, 2006... Brussels mandarins have waded into the argument over Royal Mail's VAT exemption by launching legal proceedings against the Government, in a move which could force a huge hike in postal rates. The postal operator's rivals have been pushing...

TNT forced to pull World Cup push.(Brief article)
April 14, 2006... TNT Express has been forced to scrap an elaborate World Cup business-to- business campaign, after falling foul of FIFA's legal department. The outfit, which is a subsidiary of Dutch mail company TNT, recently sent a direct mail campaign...

IN BRIEF: Your Place Abroad hires Union Direct.(direct marketing)(Brief article)
April 14, 2006... Overseas property company Your Place Abroad has appointed Union Direct to handle its direct marketing. It is the first direct agency the company has hired. Union Direct will be tasked with developing brand awareness, as well as improving its...

IN BRIEF: GLA lures sponsors for green projects.(Greater London Authority )(Brief article)
April 14, 2006... The Greater London Authority (GLA) has appointed creative agency Folk to create a multimedia presentation, following a three-way tendering process. The work, which will be viewed by a number of chief executives and business leaders, aims to...

IN BRIEF: Smurfit Print buyout sparks rebrand.(Brief article)
April 14, 2006... Smurfit Print has been bought by its management team, in a deal that will see the company revert to its original name of Dobson & Crowther. The design, print and manufacture company, which is based in North Wales, manufactures in excess of...

IN BRIEF: Burhouse plans website overhaul.(marketing by Clark McKay and Walpole North )(Brief article)
April 14, 2006... Gemstone broker Burhouse has appointed Leeds-based agency Clark McKay and Walpole North to rebrand, redesign and rebuild its website. As part of the project, the agency will create sub-brand identities for the two main areas of business:...

Glenfiddich novel approach to woo Oddbins managers.(direct mail campaign by Presky Maves )(Brief article)
April 14, 2006... Scotch whisky brand Glenfiddich is launching a direct mail campaign to target managers of Oddbins off-licences, in a bid to boost sales. Presky Maves has created a two-stage mailpack in the style of a thriller novel. The first mailing...

Mitsubishi ties with Chocolat for press blitz.(Hotel Chocolat)(campaign by Golley Slater)(Brief article)
April 14, 2006... Mitsubishi Motors is to offer prospects a free box of chocolates in a tie-in with luxury confectioner Hotel Chocolat. A campaign, devised by Golley Slater, will encourage individuals to take a test- drive, as part of a data-capture...

Daisy & Tom unveils Easter bunny assault.(children's accessories's marketing by Personal)(Brief article)
April 14, 2006... High-street children's accessories retailer Daisy & Tom is launching an integrated Easter campaign to drive store traffic over the busy weekend. The campaign, created by Personal, includes a mailing to 18,000 customers, instore activity,...

Australia to launch Do Not Call register.(Minister of Communications, Information and the Arts)(Brief article)
April 14, 2006... Canberra Australia has become the latest country to introduce a national Do Not Call register and establish a set of minimum standards for its telemarketing industry. The Minister of Communications, Information and the Arts, Senator Helen...

Dunnhumby builds presence in Ireland.(opens new office)(Brief article)
April 14, 2006... Dublin International marketing consultancy Dunnhumby has expanded its operation by opening an office in Dublin. The Irish business will be run by Carla Brooks, who will take up the position of commercial director. Her team of staff...

DoubleClick buy bolsters German reach.(Falk eSolutions is acquired)(Brief article)
April 14, 2006... Berlin Digital specialist DoubleClick has branched out into the German market by buying marketing firm Falk eSolutions. The acquisition extends DoubleClick's global reach, with the company already having offices in Russia, Germany and...

Farmers waking up to perks of hand-picking.(Brief article)
April 14, 2006... Today's top chefs, at least those here in Scottsdale, are up to their elbows in dirt as they work directly with farmers to create produce for their discerning patrons. One farm in Arizona, McClendon's Select, targets the yield from its...

ANALYSIS: Does UK lack the will, or bite, to enforce spam laws?
April 14, 2006... To many, the Information Commissioner's Office is a soft touch when it comes to enforcing anti-spam laws. But, with most unwanted emails being generated overseas, is the reality that its hands are tied? When law student Nigel Roberts...

ANALYSIS: Why viral marketing is the new drug for Rizla users.
April 14, 2006... Having launched its first data-capture viral game, Rizla is taking steps to embrace a wider audience in its marketing communications. But it is quite clear on one point: the brand is for tobacco only For a brand synonymous with drug taking,...

ANALYSIS: Could it get any better for charities than Corrie?
April 14, 2006... As it becomes increasingly tough for charities to get consumers' attention, the Alzheimer's Society has struck gold with the chance to not only star in, but actually shape, Corrie's biggest recent storyline With numerous charities...

PROFILE - Louise Holah: Bloggers guide to Eurostar chief.
April 14, 2006... Copyright: Centaur Communications Ltd. and licensors The customer communications manager at Eurostar insists on taking an innovative route to connecting with customers. Her latest idea is to get passengers on both sides of the Channel...

OPINION: Quality suppression a tough target to hit.(Brief article)
April 14, 2006... We all complain that our carefully crafted campaigns are perceived as 'junk mail' by the public and media. But isn't it time we stopped moaning and did something about it? It's only the unwanted items that people regard as junk. So the...

VIEWPOINT: Customer-focused claims are a sham.
April 14, 2006... At the moment, there's nothing in most companies' conduct that could be described as 'customer-focused'. Only when they've learnt how to talk to their customers will they have the right to make such a claim Quentin Boyes Chief executive...

LETTER: Mobile a valuable loyalty builder for car initiatives.(Letter to the editor)
April 14, 2006... I was interested to read the comments on the way forward for car manufacturers in terms of loyalty communication strategies (Vertical Markets and Letters, PM February 3 and 24). While magazines and direct mail are important in maintaining brand...

LETTER: We're flummoxed by issue of leads.(Letter to the editor)
April 14, 2006... Dog lead? Lead in your pencil? Lead me down the garden path, more like. Your recent Leader (PM February 3) discussed the cost of a lead. This may be dangerous talk - you don't know where it will lead. A few years back, I put up an...

LEADER: Why punishment must fit the crime.
April 14, 2006... So, with UK consumers receiving up to 50 spam emails a day, you may think that the courts would be overflowing with prosecutions, as our learn'd friends arm themselves with 'the simple sword of truth and the trusty shield of British fair play'...

Creative Critique.(Brief article)
April 14, 2006... Lucian Camp, chairman and executive creative director, cchm:ping Animals. Doncha just love 'em? Seems like everyone does. Doesn't matter wheat you've got to say, get someone hairy, furry or feathery to say it. These days, it's like a...

VERTICAL MARKETS: Public sector looks to private tuition.
April 14, 2006... Compared with the private sector, public sector data seems to be stuck in a timewarp. With much of what appears in the public domain going out of date quickly, list operators have spotted a major opportunity. The launch of Experian...

WEB OPTIMISATION: Little by little.
April 14, 2006... Website owners need to maintain the fine balance between keeping sites fresh and disorientating visitors by chopping and changing too drastically. The safest approach is to use Web analytics to inform decisions David Reed How many...

LIST/INSERT FILE: Gardening tool firm list for sale.(Mantis)(Brief article)
April 14, 2006... Gardening tool firm Mantis has put its list on the market, through MM Teleperformance. The database includes customers and enquirers who have responded to ads in 'quality' newspapers and specialist gardening magazines, or inserts and...

LIST/INSERT FILE: Cancer charity releases names.(Association for International Cancer Research )(Brief article)
April 14, 2006... The Association for International Cancer Research is releasing its list, also through MM Teleperformance. The database contains the names of people who have entered a prize- draw, but are yet to make a donation. They are mainly female, with...

LIST/INSERT FILE: Online travel buyers revealed.(McCarthy O'Connor )(Brief article)
April 14, 2006... McCarthy O'Connor has released a list of online travel buyers. The file contains data on people who have opted in to receive regular email newsletters about travel and holiday offers through the World on a Plate website. The names...

LIST/INSERT FILE: Firebox puts new file on market.(Brief article)
April 14, 2006... Firebox has made a list of 95,367 mail order buyers available through EDM Media. The list is split 63/37 per cent between male and female purchasers. The names are aged between 25 and 49, and affluent, with most earning over #20,000...

LIST/INSERT FILE: Binley's unveils upgraded data.(Brief article)
April 14, 2006... Binley's is releasing its database of nursing and care home professionals. The file includes over 6,000 names of contacts at nursing and care homes in the UK, including directors, home managers and heads of nursing. It would be of interest...

MOVING PEOPLE: 2Touch lures Reed to sales director.(Ian Reed is appointed)(Brief article)
April 14, 2006... Sunderland-based customer management and marketing services company 2Touch has appointed Ian Reed sales director. He brings several years' experience of the outsourcing sector, in particular, fulfilment and telephony. Reed previously worked...

MOVING PEOPLE: RMG Connect picks first culture manager.(Sally Spenceley is appointed)(Brief article)
April 14, 2006... RMG Connect has hired Sally Spenceley as its first people and culture manager, to spearhead initiatives to recruit and retain top talent. Spenceley joins from sister agency JWT, where she was human resources (HR) officer. She will report to...