Precision Marketing articles from December 2005

Precision Marketing archives from December 2005

Nectar hunts agencies after strategy rethink.(Loyalty Management UK )(Brief Article)
December 2, 2005... Loyalty Management UK (LMUK) is seeking to amass a roster of direct agencies to handle various projects for its Nectar loyalty card scheme. The company is to abandon its strategy of using one retained agency, and is instead talking to...

Donovan slams MPs attack on Postwatch as 'nonsense'.(Judith Donovan)(Postwatch North )(Brief Article)
December 2, 2005... Postwatch North chairman and industry stalwart Judith Donovan has hit back at a Public Accounts Committee (PAC) report which claims the watchdog is "feeble", branding the findings "nonsense". The PAC, made up of MPs, this week published...

Peugeot hands Clark McKay direct business.(Brief Article)
December 2, 2005... Peugeot has appointed Clark McKay and Walpole following a six-month statutory review of its direct agency arrangements. The appointment follows a three-way pitch that included Rapier and incumbent agency EHS Brann, which has had a...

DMA splits Robottom role to address growth of other media.(Direct Marketing Association)(David Robottom )(Brief Article)
December 2, 2005... The DMA (UK) is carving up the role of director of industry development and postal affairs - left vacant by the departure of David Robottom (PM October 21) - to reflect the growing importance of other media channels. Robottom's main...

Honda to offer top customers 'peek' at Civic.(Brief Article)
December 2, 2005... Honda is giving its most loyal customers the first glimpse of the new Civic with a series of preview events throughout this month and a direct marketing drive. The small family car will be partially unveiled at dealerships throughout the...

Panasonic bids for loyalty with viral e-game.(Brief Article)
December 2, 2005... Panasonic is looking to bolster its database of camera users with the launch of a viral campaign promoting its new Lumix digital camera. Digital marketing agency Inbox Digital has created a viral game, which will be sent to prospects from...

Oxfam urges world debt protests.(Brief Article)
December 2, 2005... Oxfam is launching a multi-disciplined campaign to raise awareness of the third White Band Day, on December 10, on behalf of the Make Poverty History coalition. The charity will send a mailpack containing a Spotlight on Trade Justice...

Judge under fire for industry fraud claim.(Brief Article)
December 2, 2005... The boss of one of the UK's leading mailing houses is demanding the Department of Justice censures the judge who jailed two mailing house directors after he claimed the entire industry is "rife with fraud". In a letter to Precision...

Guide Dogs for the Blind pack appeals for help.(Brief Article)
December 2, 2005... Guide Dogs for the Blind is launching a mail-based fundraising campaign that highlights the heroic efforts of a guide dog during the July 7 terror attacks in London. The initiative, developed by WWAV Rapp Collins Bristol, aims to raise...

Teacher council hands account to Kitcatt Nohr.(Brief Article)
December 2, 2005... The General Teaching Council (GTC) has appointed Kitcatt Nohr Alexander Shaw to develop the marketing strategy for its Teachers Learning Academy, following a four-way competitive pitch. It is the first time the GTC has appointed a...

FilmFour hands press push to Claydon Heeley.(Brief Article)
December 2, 2005... Channel 4 has appointed Claydon Heeley Jones Mason, without a pitch, to handle a specialist FilmFour recruitment drive. Claydon Heeley is teaming up with FilmFour roster media agency Mike Colling & Company to produce a responsive regional...

Birds Eye offensive targets health message at mothers.(Brief Article)
December 2, 2005... Unilever-owned frozen foods division Birds Eye is launching a customer management programme for its Captain Birds Eye range, with the aim of convincing parents that its products are healthy enough for their children. The company is...

Vauxhall to hunt Corsa Sxi prospects with viral game.(Brief Article)
December 2, 2005... Vauxhall is launching a viral campaign for the Corsa Sxi, to expand its database in preparation direct activity next year. A game, developed by Freeloader, resurrects the 'Hide and seek' theme of previous TV ads. Participants choose their...

Farm Africa to lure givers with debut DRTV ad.
December 2, 2005... Farm Africa, the charity dedicated to reducing poverty in Africa, is launching its first DRTV ad campaign. The 90-second animated commercial, created by both London agency Bluefrog and design consultancy Qube, focuses on Mrs Gruff - a...

Phones 4U comedy blitz to court loyalty.
December 2, 2005... Mobile phone firm Phones 4U is rolling out a comedy talent search to promote its 3G videophone technology and bolster its customer database. A campaign involving field marketing, flyers, magazine advertising and newspaper promotions has...

Scots shop nets Miller Brands direct account.(BOB Marketing Solutions Ltd.)(Brief Article)
December 2, 2005... Miller Brands UK, the marketing and distribution arm of lager giant SABMiller, has appointed Edinburgh-based shop BOB Marketing Solutions its lead direct agency. Its first task will be to promote the Miller Genuine Draft brand in its...

Coors appoints two to Carling online revamp.(Coors Brewers)(Mobious)(Fast Web Media )(Brief Article)
December 2, 2005... Coors Brewers is planning to expand its dedicated Carling website, and has appointed two agencies to promote it next year. Direct outfit Mobious has been tasked with boosting visitor numbers to the site, www.carling.com. It will execute a...

NEWS: Government plots youth voting drive.(Central Office of Information)(Brief Article)
December 2, 2005... The COI is seeking a direct agency to create an information guide geared towards persuading teenagers to use their vote. The pack is expected to be completed by April, and will be distributed from the middle of next year. It will be sent to...

NEWS: ForboFlooring targets architects and surveyors.
December 2, 2005... ForboFlooring is launching a direct marketing campaign to promote its Marmoleum Global 2 range, through Navigator Responsive Advertising. Postcards will be sent to 20,000 architects and surveyors across the UK, highlighting the range of...

NEWS: Home Scotland rolls out online assault.(Dog Digital )(Brief Article)
December 2, 2005... Music and management company Home Scotland has appointed Dog Digital to handle an email marketing campaign and develop its website. The email initiative will target three specific audience groups, including artists looking for a platform to...

NEWS: Scottish Courage in hunt for direct agency.(Brief Article)
December 2, 2005... Drinks giant Scottish Courage is looking for a direct agency to handle its Foster's lager brand, in a bid to strengthen the brand's relationship with customers. Several agencies have already been short- listed. The review marks an overall...

NEWS: G4S looks to make direct appointments.
December 2, 2005... Security services company G4S is seeking a roster of agencies to boost its direct marketing offering. The company currently boasts a marketing budget of around #1.5m. The move does not affect its relationship with incumbent agency FCBi. ...

Leeds United in Dialogue data capture drive.(Dialogue Communications)(Brief Article)
December 2, 2005... Leeds United Football Club aims to strengthen its relationship with fans by allowing them to vote for their favourite player by text message. The club has teamed up with mobile and Internet messaging company Dialogue Communications to...

Pilgrims Choice door-drop targets 1 million shoppers.
December 2, 2005... North Downs Dairy cheese brand Pilgrims Choice is launching a pre- Christmas door-drop campaign targeting more than 1 million shoppers. It aims to grab second place in the branded cheddar market, behind Cathedral City. The drops, created...

Saab integrated drive to promote 9-5 launch.
December 2, 2005... Car manufacturer Saab is planning an integrated push to herald the launch of its largest saloon and estate model, the 9-5. The campaign, created by Draft London, kicks off with a teaser microsite depicting a car hidden in a black box. Users...

Morgan Lovell eyes financial sector in two-pronged direct assault.(Intelligent Marketing Inc.)(Brief Article)
December 2, 2005... Office refurbishment and interior design consultancy Morgan Lovell is launching a combined direct mail and telemarketing push to capture business from the financial sector. A glossy, stitched book entitled Investing In Your Company,...

US financial firms 'losing out in mailing responses'.(Brief Article)
December 2, 2005... Chicago: US financial services companies are facing a major decline in responses to their mailings, despite ploughing record amounts of money into direct campaigns. This is the conclusion reached by the US DMA's Response Rate Report,...

Publicis snaps up Tarantula China.(Brief Article)
December 2, 2005... Shanghai: Publicis Dialog has bought rival Tarantula China. Tarantula managing director and founding partner David King will become managing director at Publicis Dialog China. All 26 staff will transfer to Publicis' offices in Shanghai....

Levi's to roll out Redloop campaign across Asia.(Brief Article)
December 2, 2005... Singapore: The Asia Pacific arm of denim-wear manufacturer Levi's is launching its first standalone direct marketing campaign to promote its Redloop collection. The company's direct promotions have traditionally been adaptations of its...

Dishing dirt on satellite town.
December 2, 2005... Scottsdale, Arizona: Hawaii, London, France, the Grand Canyon, Beijing, Silicon Valley, Las Vegas and Dish, Texas (of which, more later), all strive to build their brand to attract business. The business they want to develop varies from...

PROFILE: Batchelor lays down gauntlet.(Alex Batchelor )(Royal Mail )
December 2, 2005... Royal Mail marketing chief Alex Batchelor is meeting the challenges of the year ahead - including deregulation - with a winning spirit. As he tells Sara Kimberley, the postal giant has nothing to fear from a bit of competition Few...

Manchester lobby in smoke-free assault.
December 2, 2005... Lobby group Smoke-Free Manchester is launching an integrated marketing offensive. The JRW Group, based near Manchester, is behind a drive that consists of direct mail, field marketing, outdoor and online activities to persuade...

Jamster unveils parental controls.
December 2, 2005... Jamster, the mobile content provider responsible for the Crazy Frog phenomenon, is launching a global integrated campaign to promote new parental control service Jamster First. The service is being rolled out in response to criticism...

No integration without insight.
December 2, 2005... 'Integration', like many marketing buzzwords that have gone before it, is unfortunately doomed to have as much impact on the behaviour of most marketing departments as a politician's persistent calls for party unity. Gaining a single...

LETTER: Is anyone prepared to defend sector's honour?(Letter to the Editor)
December 2, 2005... While I was disgusted at the fraudulent mail-dumping behaviour of directors at Mail Logistics (PM last week), the presiding judge was wrong to tar the whole mailing industry with their mucky brush - particularly with his unjust assertion that...

LETTER: PBR secret to client rapport.(Letter to the Editor)
December 2, 2005... Charlie McKelvey's Leader column makes a fair point about the challenge of finding a measurement blueprint for the many disciplines agencies now employ on a campaign (PM November 11). Honda has worked with Hicklin Slade on a payment by...

LETTER: Small brands can be winners.(Letter to the Editor)
December 2, 2005... Having sat on this year's DMA (UK) Awards Committee, I can sympathise with Andy Woolnough's sentiment that bigger brands dominate the shortlist (PM November 18). But Andy hits the nail on the head when he admits he didn't put any clients...

LETTER: Data suppliers must alter tack.(Letter to the Editor)
December 2, 2005... I must applaud Caroline Worboys of Broadsystem for her comments on the need to build relationships with consumers ('Tuning into the right channel', PM November 18). As a proponent of multichannel communications, I firmly support...

Charities need to hunt for next big idea to achieve cut-through.
December 2, 2005... With everyone adopting the direct debit approach, charity marketing must bolster creativity and targeting in order to develop innovative new strategies We've all heard about donor fatigue and the financial pressures charities face. But...

Where's justice in fraud claims?
December 2, 2005... So, according to one of our learned friends in the judiciary, the postal industry is "rife with fraud". Wonder whether the Queen would be happy with the claim that the company that bears her name - Royal Mail - is little more than a mega scam?...

B2B agency survey: Digital switch.
December 2, 2005... Business-to-business (B2B) marketing is usually regarded as the less glamourous cousin of business-to-consumer (B2C). But this year things are changing. The B2B industry is increasingly recognised as exciting, creative and valuable. To boost...

SPECIAL REPORT - PUBLISHING AGENCIES: Other side of the story.
December 2, 2005... As direct marketing agencies extend their offering to include contract magazines, the editorial process is becoming more informed by marketing factors than classic journalism. By David Reed If the recent Association of Publishing Agencies...

LIST FILE: African charity to list donors.(Brief Article)
December 2, 2005... Power International, the charity dedicated to providing support, training and artificial limbs to victims of landmines in Africa, is making its database of 15,378 donors available. Some 65 per cent of donors are women - generally aged 50...

LIST FILE: Empire Direct releases names.(Brief Article)
December 2, 2005... Empire Direct, the online electrical goods shop, has made its database of 500,000 Internet buyers available for the first time through list specialist Smart Media. Customers are generally male homeowners, with an annual income of #25,000...

LIST FILE: BCA details club members.(Brief Article)
December 2, 2005... Mail order book club BCA is releasing its updated database of several million book-lovers through Independent Direct Marketing. The file includes the 1 million members of BCA's 21 book clubs - which cover ancient history, cookery,...

LIST FILE: Children's group lets data.(Brief Article)
December 2, 2005... International charity Children in Conflict is releasing its list of 27,000 active donors to the market through EDM Media. The database is typically made up of women aged 50 and over who have donated an average of #10 in response to...

MOVING PEOPLE: Nissan lures Elias to marketing director.(Justin Elias )(Brief Article)
December 2, 2005... Nissan Motor (GB) has appointed Justin Elias marketing director, to replace Paul Wilcox. He arrives from Renault, where he was commercial operations manager. Wilcox has been promoted to vice-president of marketing at Nissan Europe. He comments:...

MOVING PEOPLE: Clark McKay selects group account director.(Sam Eccles )(Brief Article)
December 2, 2005... Clark McKay and Walpole (CMW) has promoted Sam Eccles to group account director at specialist retail division CMW Ignite. He will manage a team of 14 people, with his first recruit, Stephanie McPherson, joining as account director on the...

Nice work: Katie Treggiden.(Meteorite )(Brief Article)
December 2, 2005... Nice work...is a monthly column dedicated to those people who are happy at work. Don't think it's possible? Read on Name: Katie Treggiden Company: Meteorite Department: Client services Job title: Senior account manager ...

Arc lands top prize at 25th DMA Awards.(Direct Marketing Association)(Brief Article)
December 9, 2005... Arc Worldwide scooped the Grand Prix at the DMA (UK)'s 25th Awards with a mail campaign for Great Ormond Street Hospital Children's Charity. The push, designed to boost funds for ultrasound scanners, took the top award on the back of a...

Ann Summers hires Liquid to tie up deals with brand owners.(Brief Article)
December 9, 2005... Sex chain Ann Summers has appointed Liquid Communications to help it to establish partnerships with third-party brands. The company has briefed the agency to recruit partner brands and promote Ann Summers parties, which reach more than...

Postcomm admits 'cave in' over Royal Mail price deal.(Postal Services Commission)(Brief Article)
December 9, 2005... Postcomm has bowed to pressure from Royal Mail over its price control proposals, admitting that the revised price regime "could signal we've caved in". The new proposals have sparked a backlash from watchdog Postwatch, which claims they...

Jaguar appoints 20:20 to X-Type.(Brief Article)
December 9, 2005... Luxury car manufacturer Jaguar has appointed 20:20 London to handle its latest digital X-Type campaign. The agency is already working on a digital campaign for the Jaguar X- Type 2.2 Diesel, which comprises a viral film and microsite to...

Warburtons to overhaul site in online rethink.(Brief Article)
December 9, 2005... Bread manufacturer Warburtons has appointed Chemistry Communications to develop its online marketing strategy. The brief focuses on the brand's website www.warburtons.co.uk, which carries product information, news, health and nutritional...

Volkswagen mailing to launch Passat model.(Brief Article)
December 9, 2005... Volkswagen is launching its Passat Estate model with a two-stage direct mail campaign, aimed at both businesses and consumers. Proximity London has created a mailpack, designed to showcase the model's luxurious features, which will be sent...

O2 takes 'softer' inbound approach.(Brief Article)
December 9, 2005... O2 is aiming to take a more customer-friendly approach to its inbound marketing in an attempt to improve retention rates. The telephony giant is looking to take a softer approach to inbound, and has instructed its customer contact staff...

Direct businesses enter Fast Track 100.(Brief Article)
December 9, 2005... Four direct marketing companies have entered The Sunday Times Virgin Atlantic Fast Track 100 league table of the UK's fastest-growing private firms. LBM (93rd), Iris (95th), PMI Field Marketing (96th) and The REad Group (98th) join the...

Nintendo tours universities to push pet game.(Brief Article)
December 9, 2005... Nintendo is launching a data-capture drive at university campuses across the UK to promote its pet game Nintendogs. Geoff Howe Marketing Communications has created the Best in Show initiative, based on the film of the same name. It will see...

PlayStation 2 mailing to push six new games.(Brief Article)
December 9, 2005... Sony is kicking off its annual pre-Christmas marketing drive for a range of new PlayStation 2 games with a mailing to 100,000 known gamers. The mailpack, created by London agency Claydon Heeley Jones Mason, focuses on six new games under...

Banks pressed to track 'dormant' customers.(Brief Article)
December 9, 2005... Banks are being urged to adopt direct marketing techniques to trace owners of the estimated #15bn held in dormant accounts, before the Government forces them to hand it over to charitable causes. In his pre-Budget report this week,...

COI appoints OMD Data to upgrade campaign analysis.(Central Office of Information)(Brief Article)
December 9, 2005... The COI has hired OMD Data to help overhaul the way it plans and evaluates direct marketing campaigns. OMD Data has won the contract to upgrade the COI's response analysis system - COI Coupon & Response Process (Carp) - which has...

OgilvyOne chiefs handed lead roles in restructure.(Brief Article)
December 9, 2005... The senior managers at WPP-owned direct network OgilvyOne have been given pivotal roles within Ogilvy Group UK's newly created management structure. The group restructure has been implemented by chairman Gary Leih, who was brought in...

Lloyds TSB mail targets account at school heads.(Brief Article)
December 9, 2005... Lloyds TSB is launching a direct mail campaign to encourage school heads and bursars to switch their school bank accounts to its School Banking Account. The mailpack, created by Partners Andrews Aldridge, is being sent to every primary...

Shelter targets child poverty in email blitz.(Harvest Digital)(Brief Article)
December 9, 2005... Shelter, the charity which supports people with housing problems, is launching a pre-Christmas email drive to boost its regular donor base. The campaign, entitled 'One Million Children', has been developed by London agency Harvest...

BAA Stansted picks EWA for runway briefs.(Brief Article)
December 9, 2005... BAA Stansted is embarking on a contact management programme to keep local residents, businesses and community representatives abreast of developments relating to a planned second runway. The organisation has appointed EWA Bespoke...

iView Cameras hands direct account to KBK.
December 9, 2005... Web retailer iView Cameras has appointed Keevill Barton Kershaw to handle its direct marketing. The company, which specialises in CCTV and security systems, awarded the account without a pitch. The agency's first work will be a...

Page & Moy picks BBI360 for integrated push.(Brief Article)
December 9, 2005... Travel firm Page & Moy has appointed agency BBI360 to handle brand development, following a four-way pitch. The agency has been briefed to develop the company's positioning and visual identity. The first work will comprise direct mail,...

Football Association trawls for direct shop.(Brief Article)
December 9, 2005... The Football Association is seeking a direct marketing agency to oversee next year's relaunch of official supporters club englandfans. The direct activity is currently handled both inhouse and by EHS Brann. It is not known whether the latter...

Meteorite lures communications chief Wong.
December 9, 2005... Integrated communications agency Meteorite has hired Tom Wong as marketing and business development manager. He joins from Leeds University Student Union, where he was communications officer for two years, completing a rebranding and strategic...

Whizz-Kidz mailing hunts long-term donors.
December 9, 2005... Children's mobility charity Whizz-Kidz is planning a winter direct mail campaign to bolster long-term support. Brand communications agency 23Red is to create a pack that will be sent to donors on the charity's database. Non-respondents are...

Claydon Heeley retains skills development agency.(Sector Skills Development Agency)(Brief Article)
December 9, 2005... Claydon Heeley Jones Mason has held onto the Sector Skills Development Agency's #3m direct marketing and advertising account, following an Official Journal of the European Union tender process. The agency's focus next year will be to inform...

Nissan pushes 4x4s in online marketing blitz.
December 9, 2005... Nissan is launching a Web-based campaign to make consumers aware of the range of technological features that will be available with future 4x4 models. The website www.nissan-openroad.co.uk will be managed by German firm Planung...

Training agency lures new teachers with mailing push.(Brief Article)
December 9, 2005... The Training & Development Agency for Schools (TDA) is launching a recruitment drive, using three mailpacks to tempt potential teachers into the profession. They will be sent to people who have the required qualifications to teach...

Thomas Cook hands brief to Marketing Store.(Brief Article)
December 9, 2005... Thomas Cook has appointed The Marketing Store to develop a series of retail partnerships to broaden its client base throughout 2006. The appointment follows a three-way competitive pitch. The Marketing Store's inclusion on the roster will...

Geoff Howe Marketing Communications snaps up Bristol's TigerRed.(Brief Article)
December 9, 2005... Geoff Howe Marketing Communications has purchased Bristol-based integrated agency TigerRed for an undisclosed sum. TigerRed will retain its name and continue as a standalone agency in Bristol. The company specialises in live events,...

Canada grants go-ahead for Do Not Call service.(Brief Article)
December 9, 2005... Ottawa, Canada: The Canadian Government has given the green light for the creation of the country's first national Do Not Call suppression service. New legislation, which has been passed into law and given royal assent from the Governor...

Chinese agency joins InterDirect.(Brief Article)
December 9, 2005... Hong Kong: The InterDirect Network, the international affiliate scheme for independent direct marketing agencies, has boosted its presence in Asia by signing leading Chinese direct shop DMI to join its ranks. The move means that the...

WPP deal sees Direct.com deal with RMG Connect.
December 9, 2005... Miami: WPP has bought a 50.5 per cent stake in Miami-based Direct.com, and will integrate it into global direct network RMG Connect Worldwide. Direct.com will retain its name, with its chief executive Lance Lazarus and creative director...

The rise of NZ's 'junk mail' junky.
December 9, 2005... Auckland: The inspiration for a few words on the state of direct marketing in New Zealand is quick in coming. I find two articles at the top of my intray which somehow reflect the opportunities and challenges facing the New Zealand industry as...

ANALYSIS: Are viral game players too random to keep?
December 9, 2005... When viral games are at their most captivating, they have the ability to deliver a wealth of data within marketing campaigns. The question is: is there any value in accumulating a target audience whose selection you have little control over?...

Could a direct marketer's Xmas wish come true?
December 9, 2005... Dear Santa, I haven't been naughty all year (well, not as naughty as some people, who get to go to all the good parties), so please can you bring me the following presents this Christmas? * Some explanation as to why every time I get...

Letter: B2B suppression files are as good as they get.(Letter to the Editor)
December 9, 2005... Having read Ed Gorman's Comment (PM November 25) on the dearth of business-to-business (B2B) suppression files, I wonder what exactly he is hoping for. The parameters for suppression in B2B are more complex than with consumer lists. If a...

Letter: Online not just site aesthetics.(Letter to the Editor)
December 9, 2005... I was interested to read that Nescafe is launching its fair trade message via a website (PM November 18). It's easy to see why: cost-effectiveness, longevity, global access, topicality. But having a nice website is only half the job. ...

Permission doesn't have to be just another annoying rule to adhere to.
December 9, 2005... COMMENT: GRAHAM EDE Despite all the hype, firms are still not catching onto the idea of permission marketing. Yet it can mean so much more than just complying with legislation Pundits usually overestimate the short-term impact of a new...