Precision Marketing articles from January 2006

Precision Marketing archives from January 2006

Vodafone hunts single shop for digital business.
January 6, 2006... Vodafone is looking for an agency to handle its digital marketing business, including all targeted online activity. The mobile phone giant has previously worked with digital agencies on a project basis, but has opted to use one supplier...

Data guru Patron unveils free industry jobsite.(Mark Patron)(Brief Article)
January 6, 2006... Mark Patron, founder of data brands Claritas and Abacus, is launching a jobsite tailored to the needs of the direct marketing industry. DMjobs.co.uk features a direct marketing jobs board, providing access to hundreds of vacancies....

Spam case triggers data warning.
January 6, 2006... Email marketers will be forced to take a more cautious approach to online campaigns, after a company was successfully sued for flouting the 2002 EU anti-spam laws. Media Logistics has been forced to make a #300 payment to law student...

Royal Mail in race to appeal #50m ruling.(Brief Article)
January 6, 2006... Royal Mail has three weeks to appeal against a High Court judgment which found it be in breach of its own compensation scheme, or it will be forced to pay more than #50m to disgruntled bulk mailers. Industry watchdog Postwatch brought a...

Citroen draws up shortlist for direct account.(chooses Creative Brief)(Brief Article)
January 6, 2006... Automotive giant PSA Peugeot Citroen is seeking an agency to handle the direct account for Citroen. The review is being handled by Creative Brief, which is drawing up an agency shortlist. It is unclear if the review will affect Citroen's...

Chelsea unveils DRTV assault to sell mortgages.
January 6, 2006... Chelsea Building Society is kicking off the year with a series of multi- product DRTV ads to promote several services simultaneously. Three 60-second ads, created by Bristol-based agency Flourish, are to air on all commercial terrestrial...

Mitsubishi partners M&S in data-capture drive.(Marks & Spencer )(Brief Article)
January 6, 2006... Mitsubishi Motors has teamed up with Marks & Spencer for a voucher- based direct mail campaign to promote the Mitsubishi Colt and L200 pick- up truck. Mailpacks, produced by Golley Slater, will be sent to customers and prospects on the...

Cancer Research in legacy drive.
January 6, 2006... Cancer Research UK is testing the impact of localised legacy campaigning with a regional integrated drive targeting the grey market. The 'Tribute' campaign, developed by WWAV Rapp Collins London, lets recipients know what research is...

Accents turn-off to UK business chiefs.(good communication)(Brief Article)
January 6, 2006... Call centres operating out of many of the UK's largest cities are at a major disadvantage, according to a new study which claims regional accents can wreck consumer perceptions of brands. The research, by communications consultancy Aziz,...

PartyPoker.com lures players with viral game.(viral game)(Brief Article)
January 6, 2006... PartyGaming's online poker site, PartyPoker.com, is launching a viral game to boost visitor numbers. Viral marketing specialist 4T2 Multimedia has developed 'Texas Hold 'em Shootout', which will be sent to names on the PartyPoker...

Nintendo game lands Cartoon Network deal.(Brief Article)
January 6, 2006... Cartoon Network has teamed up with Nintendo to launch a microsite to promote the new Nintendo DS and Gameboy Advance versions of Tony Hawk's American Sk8land game. Nintendo chose Cartoon Network because most of its audience shares the...

RNID assault offers telephone hearing tests.(Royal National Institute for the Deaf)
January 6, 2006... RNID, the UK charity which supports the deaf and hearing impaired, is launching a two-year direct marketing initiative to mobilise people who are losing their hearing into action. The 'Breaking the sound barrier' campaign features...

Oxfam eyes 1m new donors with major integrated push.(Brief Article)
January 6, 2006... Oxfam is launching its biggest recruitment drive to date, in a direct marketing initiative that aims to enlist 1 million donors in 100 days. The campaign, created by Draft London, calls on any member of the public who wants to see an end...

BA online offensive to lure Euro travellers to London.(British Airways)(Brief Article)
January 6, 2006... British Airways is seeking to recreate the experience of being in London in a campaign designed to tempt European holidaymakers to visit the capital. Two emails will be sent to prospects on BA's European customer database - the first...

WWAV Leeds hires customer insight manager.(Kaye Barney joins WWAV Rapp Collins Leeds )(Brief Article)
January 6, 2006... WWAV Rapp Collins Leeds has created the post of customer insight manager to offer more in-depth customer analysis to clients. The shop has picked Kaye Barney, who joins from the Co-operative Group, where she held market research and brand...

Electrical firms win waste law reprieve.(European Waste Electrical and Electronic Equipment )(Brief Article)
January 6, 2006... Direct sellers of electrical goods have won a further reprieve from EU legislation which will force them to ensure old PCs, dishwashers and fridges are recycled. The European Waste Electrical & Electronic Equipment directive (WEEE) was...

UK Mail hands top job to sales chief Patrick.(Steve Patrick joins Business Post Group)(Brief Article)
January 6, 2006... Business Post Group has appointed Steve Patrick managing director of subsidiary UK Mail, as it bolsters its attack on Royal Mail. His remit will include building the company's mail delivery arm. Patrick previously worked at Royal Mail for...

Lloyds TSB axes use of call centre scripts.(use of scripts)(Brief Article)
January 6, 2006... Lloyds TSB has scrapped the use of scripts in its call centres following research which showed that prompts infuriate 90 per cent of the bank's customers. The move is designed to help call centre staff - working in all of its eight...

NEWS IN BRIEF: Stone relinquishes role at IBM.(Merlin Stone resigns from International Business Machines Corp and joins WCL)(Brief Article)
January 6, 2006... IBM business research leader and marketing consultant Merlin Stone is stepping down from his role at the company after 12 years. He is to become a director of management consultancy WCL. Stone, who has written 30 books on marketing, will...

NEWS IN BRIEF: Liverpool Victoria hunts direct agency.
January 6, 2006... Liverpool Victoria Friendly Society is looking for an agency to handle the direct marketing activity for its insurance business. The review is being handled by Creative Brief, which is in the process of compiling a shortlist. Copyright:...

NEWS IN BRIEF: BHF ties with Parship for Valentine's push.
January 6, 2006... The British Heart Foundation (BHF) is joining forces with Internet dating agency Parship.co.uk for a charity walk based on Valentine's Day. The push, which is being handled inhouse by the BHF, comprises email, banner ads and direct mail...

NEWS IN BRIEF: Mini Babybel hands brief to Marketing Store.
January 6, 2006... Mini Babybel has appointed The Marketing Store following a three-way pitch. The agency has been tasked to develop concepts for onpack promotions, which will launch throughout 2006. The strategy is designed to build the presence of Mini...

NEWS IN BRIEF: Foster's embarks on #2m promotional push.
January 6, 2006... Foster's is launching a #2m promotional marketing campaign, offering the chance to win a prize draw through 'Get the Foster's Friday feeling' parties to be held in 7,000 pubs and clubs across the UK. The initiative will be backed by a TV,...

NEWS IN BRIEF: CMW North hires two for online team.
January 6, 2006... Clark McKay and Walpole North has bolstered its online team with two new appointments. Imke Thielemann joins as a Web designer, working on the Procter & Gamble account, while Greg Brant joins as a junior programmer. Copyright: Centaur...

Eurostar briefs Occam to boost traveller insight.(Brief Article)
January 6, 2006... Eurostar is to build a single customer view database in time for an overhaul of its service in 2007. The company has appointed Occam to consolidate customer information into one file. The move will enable Eurostar to instigate a customer...

NTL rolls out DRTV offensive to push three-in-one offer.(direct response television marketing )(Brief Article)
January 6, 2006... Internet and cable provider NTL is launching a DRTV campaign to promote its three-in-one service. Rapier has produced TV ads which will run on ITV and Sky. The campaign seeks to explain the benefits of NTL's 'triple play' of products:...

Publicis Dialog hires OgilvyOne planning chief.(Paul Livingstone)(Brief Article)
January 6, 2006... Publicis Dialog has poached former OgilvyOne planning director Paul Livingstone, following a recent management restructure. Livingstone, who will hold the same post at Publicis Dialog, is to work across a range of clients including...

IDM hunts marketing students for Young Persons Railcard initiative.
January 6, 2006... The IDM has teamed up with ATOC and its agency Craik Jones Watson Mitchell Voelkel to offer marketing students the chance to devise a direct marketing strategy for the Young Persons Railcard. As part of this year's IDM Student Competition,...

US TV company hit with #3m Do Not Call penalty.(Do Not Call register)(Brief Article)
January 6, 2006... Los Angeles: The Federal Trade Commission (FTC) has fined a US TV company $5.3m (#3m) for violating the Do Not Call register. Satellite TV provider DirectTV will pay the largest civil penalty the FTC has ever dished out in a consumer...

141 Set for Asia-Pacific expansion.(141 Group appoints Glenn Cullen)(Brief Article)
January 6, 2006... Singapore: 141 Group has appointed Tequila founder Glenn Cullen to oversee its expansion plans for the Asia-Pacific region. Cullen, who helped establish Tequila in Singapore and Hong Kong, will relocate to Singapore in January. He has...

Experian enhances offering with PriceGrabber deal.(Brief Article)
January 6, 2006... California: Information solutions firm Experian has bought US price comparison service PriceGrabber.com for #269m. It will become part of the Experian Interactive group, which includes LowerMyBills.com and Experian Consumer Direct. All 140...

Aussies require more open tack.
January 6, 2006... Sydney: Think of Australians and most of you will have an image of sporty, outdoor types who are, in general, loud and extroverted - the type you meet in a London pub, who are more-often-than-not pulling your pint. Once home, however, they...

NEWS ANALYSIS: Tough year to force many hard choices.
January 6, 2006... Precision Marketing surveys a number of the direct marketing industry's leading lights to ask what they want to see in the coming year With the Christmas decorations already up in the attic and 2005 behind us, the next 12 months are...

Why technology will drive direct industry growth.
January 6, 2006... As the haze of festive celebrations slowly clears, you could be forgiven for not noticing that January 1 2006 brought more than a new year. Yes, folks, since that date the mail market has been open to full competition, creating, according to...

LETTER: We need to make much more of email's benefits.(Letter to the Editor)
January 6, 2006... This Christmas, we put together a simple online game which was linked to a prize-draw, with an incidental opt-in email device as an integral part of it. We thought we'd get some nice prizes from brand owners, in exchange for qualified email...

LETTER: Do you want to be a bricklayer?(Letter to the Editor)
January 6, 2006... Has Accenture just bought Media Audits? If so, maybe every marketing firm should have a strategic panic and again revisit their basic choice: bricklayer or architect? Bricklayers lay bricks, are good at it, and get paid by the brick....

LETTER: The answer lies in regression.(Letter to the Editor)
January 6, 2006... The spirit of new year is upon me, and I feel generous enough to give John Watson the explanation he has been waiting for, perhaps for most of his career (PM December 9). John's first wish for Christmas was to know why, after a...

Telemarketers need to learn how to make predictive dialling work.(dialling technology has improved )
January 6, 2006... Predictive dialling has a lot to offer telemarketers - if they can just eliminate silent calls, which are hindering client companies' efforts to charm targets For years, the telephone has enabled marketers to connect and do business with...

2006: Where to get your kicks.(month by month guide )
January 6, 2006... Never ones to miss the opportunity to polish up our crystal balls, this week we've decided to give you readers a real treat by presenting a month by month guide to the year ahead? don't say you haven't been warned. January Deutsche...

Creative critique.
January 6, 2006... New Year normally means New Year's resolutions. After a tough 2005, I hope we all resolve (clients and agencies alike) to make things very simple, focused, creative and, ultimately, successful. A bit like this selection. Michael Cavers...

SALARY SURVEY: Priceless loyalty.
January 6, 2006... This year?s Salary Survey reveals some telling finds, most notably that people?s pay packet is not the only thing that decides whether they stay put. Emily cubit reports The direct marketing industry certainly seems to be emerging from...

LIST FILE: Babybaby lists young mothers.(Listlab)(Brief Article)
January 6, 2006... Mail order company Babybaby is releasing its database through Listlab. The records contain 124,000 names who have bought from or requested a copy of the Babybaby catalogue, which offers maternity clothing, babywear and nursery products....

LIST FILE: DfES targeting data on offer.(Department for Education and Skills)(Go Direct Marketing)(Brief Article)
January 6, 2006... The Edubase file, maintained by the Department for Education & Skills, is being made available through Go Direct Marketing. The database provides access to over 48,000 schools, colleges, universities and educational establishments. ...

LIST FILE: Littlewoods info for rental.(contracts)(Brief Article)
January 6, 2006... Littlewoods Gaming is releasing its database of football pools players, also through Go Direct Marketing. The names are predominantly male, although they often buy additional coupons for their partners. The broker therefore claims offers...

LIST FILE: Toffs to reveal male customers.(contracts)(Brief Article)
January 6, 2006... Toffs, the mail order company that sells Sixties-style replica football shirts of national and international teams, has made its database of buyers available. Listlab is managing the list of 112,000 individuals, 18,000 of whom are...

MOVING PEOPLE: Burgess lands top creative role at Loewy.(Paul Burgess joins Loewy )(Brief Article)
January 6, 2006... Integrated agency Loewy has appointed Paul Burgess to the new role of group creative director. He will head up a team of 25 designers and 20 production staff within the agency. Burgess joined the company last year, previously holding the...

MOVING PEOPLE: Syzygy makes Wallis communications editor.(Kelda Wallis )(Brief Article)
January 6, 2006... Interactive agency Syzygy has appointed Kelda Wallis to the new position of communications editor. Wallis was previously a creative at Imagination and, latterly, Cresswell-Wallis. Her remit will include co- ordinating the development of clients...

Nice work: Phil White.(of 141 Worldwide )(Brief Article)
January 6, 2006... A monthly column dedicated to those people who are happy at work. Don't think it's possible? Read on Name: Phil White Company: 141 Worldwide (UK) Department: Account handling Job title: Business director ...

Rapier scoops major business for Digital UK.( )(Brief Article)
January 13, 2006... Rapier is understood to have won the direct business for Digital UK, the broadcaster-funded organisation created to coordinate the switch from analogue to digital TV. The agency is believed to have beat Proximity in the final stages of a...

Direct marketers fail to grasp data legislation.(Data Protection Act)(Brief Article)
January 13, 2006... Two-thirds of UK direct marketers believe they have an insufficient understanding of data legislation, according to a new study. Only 33 per cent of respondents felt they had 'a full understanding of current and anticipated data...

CIM warns bosses over EU ruling.(Chartered Institute of Marketing)(european union)(Brief Article)
January 13, 2006... The Chartered Institute of Marketing (CIM) has warned the direct industry to brace itself for the potentially damaging effects of a new set of laws designed to stamp out UK rogue marketers. Under the EU Unfair Commercial Practices Directive...

Industry chiefs win Ofcom review of TPS.(Brief Article)
January 13, 2006... Direct marketing bosses have secured a review of the Telephone Preference Service - including the Corporate TPS - following major fears that burgeoning consumer sign-ups could kill the outbound telemarketing industry. Ofcom has agreed to...

KFC hunts shop after splitting account in two.(Brief Article)
January 13, 2006... KFC is seeking a direct marketing agency, after splitting its combined direct and point-of-sale accounts. The retailer, owned by Yum! Restaurants, has appointed the AAR to help it to draw up a shortlist. This follows the appointment of...

i-movo to offer brands targeted mobile ad space.
January 13, 2006... Mobile marketing company i-movo is offering phone users free text credits if they agree to watch targeted ads on their mobiles. The company will launch the service this month, in partnership with mobile technology provider i-text. The...

Cornhill Direct makes play for mature drivers.(Brief Article)
January 13, 2006... Online insurance company Cornhill Direct is returning to TV after a three-year absence as part of an integrated acquisition drive promoting its motor insurance products to older drivers. The 30-second ad, which launches this month, was...

De Vere to bolster Web bookings.(De Vere Hotels and Leisure)(Brief Article)
January 13, 2006... De Vere Hotels & Leisure is stepping up its commitment to increasing online bookings with the appointment of digital agency Equator. The Glasgow-based agency has been tasked with redesigning De Vere's websites and formulating a fresh...

Subaru goes online to boost direct blitz.(Brief Article)
January 13, 2006... Subaru is aiming to bolster its direct activity with a data-capture drive based on a microsite and viral game promoting its latest Impreza WRX STI spec D. Online activity also includes whole-page banner ads on car-related websites and an...

ING Direct lures customers with 'relaxing' push.(Brief Article)
January 13, 2006... International savings bank ING Direct is launching a DRTV campaign aimed at expanding its UK customer base. The 30- and 40-second ads, created by London agency VCCP, show customers relaxing in the knowledge that their money is safely...

MCCA joins AA to add voice on self-regulation.(Marketing Communication Consultants Association)(Advertising Association)(Brief Article)
January 13, 2006... Sales promotion trade body the Marketing Communication Consultants Association (MCCA) is to join the Advertising Association's (AA) membership council, in a bid to strengthen its influence on industry self-regulation. The appointment stems...

Kaleidoscope offensive targets middle-aged.
January 13, 2006... Online women's fashion catalogue Kaleidoscope is launching an integrated campaign to push its spring/summer collection, kicking off with a DRTV drive this month. The 30-second ad, created by Manchester-based agency BJL, targets ABC1, 45-...

DMA woos school kids with direct mail awards scheme.(Brief Article)
January 13, 2006... The DMA (UK) has launched the second phase of its charm offensive, by giving school children an insight into direct marketing. The Young Direct Marketing Awards will invite pupils to work in teams to devise a direct campaign for one of...

Rapier West opens with Rhythmm chief at helm.(Brief Article)
January 13, 2006... Rapier is to open a second office in an effort to win clients in the South-west. Rapier West will be based in Bristol and managed by Paul Handley, former managing director of fellow Bristol-based agency Rhythmm Direct. Handley has also...

Euro RSCG KLP lures Triangle creative Jones.(Simon Jones)(Brief Article)
January 13, 2006... Euro RSCG KLP has lured former Triangle creative group head Simon Jones to its creative department. Jones brings considerable consumer goods experience, having worked on brands such as Tango, St Ivel and Cadbury. Last year he won two...

VisitBritain widens global reach online.(Brief Article)
January 13, 2006... National tourist board VisitBritain has appointed a roster of 12 agencies to handle the online marketing for its worldwide campaigns, after research has shown the Internet is the best way to reach new and emerging markets. The tourist body...

Lonergan to head up 20:20 client services.(appointment of Maggie Lonergan)(Brief Article)
January 13, 2006... Integrated agency 20:20 London has bolstered its management team with the appointment of its first client services director. Maggie Lonergan, who formerly held the same position at eMC Saatchi and Space 01, will be responsible for...

Nivea for Men steps up direct investment.(Brief Article)
January 13, 2006... Cosmetics giant Beiersdorf has hired London agency Cognito Integrated Marketing to handle the direct marketing for its Nivea for Men product range, following a three-way competitive pitch. Cognito will be the first dedicated shop to work...

NEWS IN BRIEF: John Dickinson plots online initiative.(contracts)(Brief Article)
January 13, 2006... Stationary manufacturer John Dickinson has appointed JDA Interactive to handle the Web design for its Black 'n' Red notebook brand. The online division of JDA will also review the corporate site for John Dickinson. The company hopes to build...

NEWS IN BRIEF: DS Emotion rebrands under Ralph name.(Brief Article)
January 13, 2006... Digital agency DS Emotion is rebranding as Ralph as part of an expansion programme. Ralph will encourage its clients to use digital platforms, such the Internet, mobile and iTV, as it expands into those markets itself. The agency's clients...

NEWS IN BRIEF: Royal Mail devises advisory PIP mailing.(pricing in proportion)(Brief Article)
January 13, 2006... Royal Mail has launched a direct mail campaign to help businesses across the UK prepare for the introduction of its new pricing in proportion (PIP) scheme, first mooted nearly four years ago (PM April 5, 2002). Mailpacks providing information...

NEWS IN BRIEF: SCA launches Bodyform product.(SCA Hygiene)(Brief Article)
January 13, 2006... SCA Hygiene, personal care manufacturer, is launching an integrated campaign to promote a new feminine sanitation product under its Bodyform brand. The redesigned New Generation Ultra Towels encourage women to question their current brand,...

NEWS IN BRIEF: Cascaid establishes Donor Care Division.(Brief Article)
January 13, 2006... London charity specialist agency Cascaid is setting up a Donor Care Division to help non-profit organisations hold onto their supporters. The arm will be headed by ex-Oxfam boss John Grain, who is stepping into the role of director of supporter...

Scottish Widows targets IFAs in inheritance push.
January 13, 2006... Scottish Widows is launching an online and press ad campaign to promote its options for inheritance tax planning. A series of press executions, developed by Navigator Responsive Advertising, will be featured in trade magazines aimed at...

Britvic plots expansion of mobile marketing activity.(Brief Article)
January 13, 2006... Soft drink giant Britvic is seeking to ramp up its wireless marketing activity following the appointment of Enpocket as its exclusive mobile marketing provider. It marks the first time that Britvic has consolidated its mobile marketing...

Diagonal Solutions plans GBTV online link-up.(Global Business Television)(Brief Article)
January 13, 2006... Software company Diagonal Solutions is launching an online TV channel to promote its latest technology to businesses. Global Business Television (GBTV) is to host www. diagonaltv.tv, which will feature a mixture of news and features aimed...

Debt Free Direct hands media account to WWAV.(Brief Article)
January 13, 2006... Debt advice and solutions company Debt Free Direct has handed its media planning and buying account to WWAV Rapp Collins Media. The work, which is worth #5m, will encompass TV, press, inserts, teletext, outdoor and radio. ARM Direct...

Northern agency to lure US firms online.
January 13, 2006... The North of England Inward Investment Agency is launching the first phase of a #1.5m integrated campaign to target US businesses. The 'Success follows success' campaign, produced by Souk, features press ads in the Wall Street Journal,...

Waitrose in debut iTV ad roll out.
January 13, 2006... Waitrose is launching its first interactive TV campaign, to promote its Perfectly Balanced food range to consumers seeking to become healthier after indulging over Christmas. The ad, created by Red Bee Media, invites viewers to press the...

Integrate for a discerning age.
January 13, 2006... The fundamental rules of marketing have been transformed. Consumers have long been flooded with marketing messages, their issuers presupposing they have the time and inclination to sift through a mass of irrelevant communications to locate...

PROFILE: Lovett rallies to the cause.(Adrian Lovett)(Interview)
January 13, 2006... Oxfam marketing chief Adrian Lovett is passionate about making a difference to the world. He tells Jessica Phillips how he is using direct marketing techniques to keep the fight against poverty going strong The Make Proverty History...

Creative critique.
January 13, 2006... Client: Saab Agency: Draft London Copywriter: Kevin Mills Art director: Carl Knapper MI 9, a secretive Government agency, sends you one of its 'X'-files. A growling beast's been sighted - and it wants your help to track it...

LETTER: Look beyond TV ads to keep your brands fresh.(Letter to the Editor)
January 13, 2006... It's not surprising that TV advertising is set to grow by 4.1 per cent this year, according to Zenith Optimedia. It continues to be the default option for many agencies. It's also no secret that the TV buying process is a well-oiled machine...

LETTER: Brace yourself for UCPD blow.(Letter to the Editor)
January 13, 2006... I note with interest your front-page story 'Major crackdown on UK rogue marketers' (PM December 16) on the Unfair Commercial Practices Directive (UCPD). The Directive has been long in gestation and is broadly to be welcomed by 'professional'...

LETTER: Free-think our way to success.(Letter to the Editor)
January 13, 2006... Reading Precision Marketing each week, there are few direct marketing campaigns where truly fresh thinking is evident. It's all-too-easy to find sluggish, stale thinking masquerading as fresh. Maybe it's time for the industry to detox?...

COMMENT: We are not teaching tomorrow's leaders power of integration.
January 13, 2006... Young direct marketers today do not seem to have any confidence in deploying multiple channels for campaigns. This foretells a stark future for the industry Multichannel integration is a mantra that has been doing the rounds of direct...