Precision Marketing articles from July 2006

Precision Marketing archives from July 2006

Dunnhumby scraps spin-off divisions in strategy rethink.(Brief article)
July 14, 2006... Dunnhumby is ditching its spin-off agency and data divisions - Cinnamon and Crucible - as part of a strategic rethink which sees all operations pulled back under the main brand. The move has sparked the departure of Dunnhumby Cinnamon...

M&G hands #2m brief to Joshua.(M and G Investments)(Joshua Agency PLC)(Brief article)
July 14, 2006... Fund company M&G Investments has handed its #2m direct marketing account to Joshua, not Partners Andrews Aldridge, as reported in some sections of the marketing press. The original pitch-list, which also included CCHM: Ping, Partners...

Royal Mail plans discounts with 'zonal' scheme.(Brief article)
July 14, 2006... Royal Mail is planning a pre-emptive strike to prevent competitors from cherry-picking major business clients, by bringing in a pricing structure that offers major discounts for city deliveries. Called 'zonal pricing', the scheme will...

Personal search sites face ICO clampdown.(Information Commissioner's Office)(Data Protection Act)
July 14, 2006... Website operators which provide personal data have been given a stark warning that they face prosecution unless they ensure the information is up to date. The alert follows the Information Commissioner's Office (ICO)'s decision to slap...

WWF assault exposes illegal trade in tigers.(World Wildlife Fund)(Brief article)
July 14, 2006... Conservation charity WWF UK aims to boost donations and raise awareness of the trade in tiger skin and bones by launching a direct mail campaign to supporters, urging them to help stop this illegal activity. The mailing, created by WWAV...

Hellmann's pack to lure families.(Brief article)
July 14, 2006... Hellmann's is to target families in an Extra Light Mayonnaise campaign to boost sales and increase brand awareness. Direct mail and online work, created by Craik Jones Watson Mitchell Voelkel, will feature the strapline 'It's amayonnaising...

Clients warned to wise up to creative ideas or 'lose out'.(Brief article)
July 14, 2006... Client marketers are being urged to get their heads out of the sand and wake up to competitor activity, to ensure they are well positioned to judge agencies' creative ideas. The call follows the release of a best practice guide to...

Hardys exploits thirst for knowledge of wine.(Hardy Wine Co.)(Brief article)
July 14, 2006... Hardys is attempting to turn the UK into a nation of oenophiles with the launch of a service to enable consumers to receive instant advice on matching wine with food. The scheme follows research which claims that, out of the 85 per cent...

Dogs Trust mailing eyes warm donors with emotive story.(Canine welfare charity Dogs Trust)(campaign to raise funds )(Brief article)
July 14, 2006... Canine welfare charity Dogs Trust is attempting to boost donations in a campaign which tells the plight of an abandoned puppy whose carer ensures he gets one-to-one treatment to rebuild his confidence and find him a home. The drive,...

Identex chief quits suddenly after shake-up.(Tim Pottinger)(Brief article)
July 14, 2006... Identex regional managing director of CRM Tim Pottinger has left suddenly following a shake up of its operations. Pottinger, one of the data industry's key players, had been with the company for nearly 25 years, through its numerous...

Legal threat to data transfer beyond EU.(Europen Union)(data protection)(Brief article)
July 14, 2006... UK companies which transfer personal information to firms operating outside the European Union are being warned they face legal action even if a breach of the data laws occurs abroad. The warning comes from the Information Commissioner's...

C4 targets film clips at teachers.
July 14, 2006... Channel 4 Learning is launching an integrated push to promote its ClipBank archive of educational film clips to teachers. The campaign, created by Kitcatt Nohr Alexander Shaw, will comprise direct mail, email activity, press ads, and a...

IN BRIEF: Proximity new business chief departs.(Paul Neal leaves Proximity London)(Brief article)
July 14, 2006... Proximity London new business director Paul Neal has left the agency. It is not known if he has another job to go. His departure, after nearly nine years, follows the appointment of marketing director Laura Holme, who joined from Leo Burnett...

IN BRIEF: Honda drive to bolster data capture.(Honda Motor Europe Ltd.)(Brief article)
July 14, 2006... Honda UK is launching an online drive to recruit members to its customer management programme. The 'impossible dream' campaign, created by Hicklin Slade & Partners, is designed to attract 25,000 prospects. Responsive ads will run on websites...

IN BRIEF: Smart assault pushes fortwo offers.(marketing)(Brief article)
July 14, 2006... Car maker Smart is embarking on a direct marketing push to promote offers on its fortwo range of vehicles. A mailpack, created by Rapier, will be sent to customers, highlighting the offers on the fortwo Brabus edition red. Designed to look like...

IN BRIEF: REaD Group offers deceaseds register.(services of REaD Group (UK) Ltd.)(Brief article)
July 14, 2006... Data suppression provider The REaD Group is launching daily updates to the Bereavement Register, in response to client demand for more realtime data. The Bereavement Register Daily (TBRD) will be an extension of the original service. It is...

INTEGRATION: Crystal to rebrand as 'experience' provider.(Crystal Holidays)(Brief article)
July 14, 2006... Crystal Holidays is launching a campaign to reposition itself as more than simply a skiing holiday company. The firm aims to broaden its reach by rebranding as an activities holiday provider, following a report by Mintel which suggests...

INTEGRATION: Islamic Bank in mailing offensive.(The Islamic Bank of Britain)(IBB Home Finance product)(marketing)(Brief article)
July 14, 2006... The Islamic Bank of Britain is targeting 25- to 54-year-old Muslims to promote its IBB Home Finance product, as part of a strategy to position the bank as a one-stop shop. The campaign broke this month with a DRTV push, backed by 48-sheet...

Predicting events can pay many times over.(methods on customer relation management)
July 14, 2006... Companies in all sectors are striving for better insight into customers so that they can make sound decisions on product and service developments, retention and acquisition campaigns, and new business opportunities. The ultimate benefit is...

America's mail and online spend to soar.(New York Direct mail)(Brief article)
July 14, 2006... New York Direct mail spending is to rise 8 per cent this year, to $59.6bn (#32.4bn), while Internet budgets will soar 25 per cent to $9.7bn, according to research which claims marketers are switching away from telemarketing. Robert Coen,...

Thai firms go direct at expense of advertising.
July 14, 2006... Bangkok Businesses in Thailand are shifting their budgets to direct marketing, fuelling fears of a flat year for the #1.1bn advertising industry, amid a negative economic outlook and political uncertainty. The stagnation in adspend follows...

US marketers misusing term 'integrated'.(reports)(Brief article)
July 14, 2006... New York More than 80 per cent of marketers define the term 'integrated marketing' incorrectly, a report claims. A study called 'Roadmap of integration', carried out by Forrester Research in partnership with Cheetahmail, claims integrated...

Planners require long and shortsightedness.(Brief article)
July 14, 2006... Musashi, the legendary Samurai warrior, once stated: "In strategy, it is important to see distant things as if they were close and to take a distanced view of close things." While it may seem bizarre to take business advice from an ancient...

ANALYSIS: Does 'value' strategy spell end for price promotions?
July 14, 2006... With research showing few people know the price of items in their shopping basket, it appears that to lure consumers retailers need to focus on offering items which are perceived to be good value When you consider the millions of pounds...

ANALYSIS: Is Royal Mail's PIP campaign too little, 'far too late'?(pricing in proportion)
July 14, 2006... Royal Mail's major offensive to build awareness of pricing in proportion - including what is claimed to be the biggest door-drop push in UK history - is coming under fire for both its scale and timing When Royal Mail revealed it was...

ANALYSIS: Mail volumes dip as targeting shifts downmarket.
July 14, 2006... Latest DMIS figures reveal a fall in direct mail volumes, especially to young and affluent consumers, with companies instead raising their spend on targeting the lower social classes and elderly prospects Brand owners are shunning the...

PROFILE: Andrews sets overseas course.(Phil Andrews)(Biography)
July 14, 2006... Phil Andrews The Partners Andrews Aldridge chief may be well and truly at the top of his game, but he believes 'there are a lot of places to take the business', with the prospect of international expansion looming Phil Andrews is in...

OPINION: One-word messages must never say it all.(forecasts on brand names)(Brief article)
July 14, 2006... There has been much debate over Maurice (Lord) Saatchi's recent comments on Radio 4 that the future for brands will be about... one word. Apparently this is because these days the young (and old) skip through the modern media landscape...

LETTER: Email as acquisition tool still often misunderstood.(Letter to the editor)
July 14, 2006... The DMA (UK) has just released its latest National Email Benchmarking Report, showing yet again that email volumes are steadily increasing and may even surpass direct mail in 2006. Moreover, it would seem that the medium is finally being...

LETTER: Construction held back by emailing.(Letter to the editor)
July 14, 2006... From the growth in new homes to the demands of the 2012 London Olympics, the UK construction industry is enjoying good times. However, fear of litigation and penalty payments, combined with a significant increase in mistakes due to poor...

VIEWPOINT: Time travel reveals need to get personal.
July 14, 2006... If you could fast-forward to 2021, you would probably discover that consumers were so bombarded with sales messages that the only ones worth targeting would be those you have an intimate knowledge of One of my children phoned me at work the...

LEADER: Time to stamp out creative ignorance.
July 14, 2006... Heard the one about the direct marketing agency which came up with a stunningly creative TV ad? No? Well you may not be alone. They're arguably as rare as sightings of mermaids swimming in the Thames. But, just because this sector isn't...

Creative Critique.
July 14, 2006... Guy Bradbury Creative director RMG Connect London "Yes, I'd love to do a Creative Critique one day before a pitch and two days before Cannes." "Right," says my PA, Karyn - there's the work, there's a room, I've cancelled your meetings....

VERTICAL MARKETS: Why gyms need personal training.
July 14, 2006... Leisure Gym operators must wise up to the fact that retention strategies are as important as acquisition, and customers who get personal treatment will offer longer lifetime value Every time you switch on the television there seems to be a...

DATABASE MANAGEMENT: Match practice.
July 14, 2006... While marketers may see a database as a flexible resource, data managers need to fix its value to get it on the balance sheet. First they must agree on whether data files have definitive versions David Reed Does your database exist? It...

MAILING ISSUES: Mail bonding exercise.
July 14, 2006... As no two direct mail campaigns are the same, mailing houses now often struggle to meet the various packaging requirements set by rival postal operators David Reed TNT Post this year ran a series of workshops on the newly...

LIST/INSERT FILE: International list goes on market.
July 14, 2006... International Trade Today is releasing its subscription list through Integral. The magazine targets people who deal with international trade and import/export. Trade development organisations such as the Government and NGOs are...

LIST/INSERT FILE: Matrix Software names for sale.
July 14, 2006... The Matrix Software buyer list - home users of software for small businesses and family entertainment - has been released through McCarthy O'Connor. All customers have been recruited via off-the-page advertising, direct mail and online....

LIST/INSERT FILE: Presents Direct unveils database.(Brief article)
July 14, 2006... Mail order catalogue Presents Direct is releasing its database of over 54,000 buyers through Uni-Marketing. The catalogue offers a varied product range, including games for all the family, products for the home, clothing and accessories....

LIST/INSERT FILE: Widget reveals purchaser file.(sales)(Brief article)
July 14, 2006... Widget, the mail order and Internet retailer of mobile computing accessories, is selling its list through McCarthy O'Connor. The individuals buy digital imaging, GPS products, Bluetooth accessories, portable keyboards and palm and pocket PC...

LIST/INSERT FILE: Thane Direct offers viewers.
July 14, 2006... International home shopping TV channel Thane Direct is releasing its file through EDM Media. The DRTV channel showcases a number of diverse product categories, including health and beauty, fitness, weight loss, kitchen/household wares,...

MOVING PEOPLE: Chemistry appoints Foo managing director.(Chemistry Communications Group PLC)(Jason Foo)(Brief article)
July 14, 2006... Marketing agency Chemistry Communications has promoted Jason Foo from client services director to managing director. The role of current managing director Diane Charlton will be expanded to focus on the integration and development of the...

MOVING PEOPLE: Euro RSCG 4D Digital promotes two.(David Brown and Mike Watson, promoted)(Brief article)
July 14, 2006... Euro RSCG 4D Digital has promoted David Brown to creative director and Mike Watson to head of copy. They are to report to managing director Anne Davis, and will work across all clients, including Intel, Fire Safety and Peugeot, to drive...

MOVING PEOPLE: Haygarth names Millns head of digital.(Haygarth Group)(Tom Millns )(Brief article)
July 14, 2006... Marketing agency Haygarth, has appointed Tom Millns head of digital. Millns' remit will include driving new business and raising the profile of the agency's digital offering, bringing new focus to the discipline. Millns has over 11...

MOVING PEOPLE: Direct Relations hires three new recruits.(appointment of Lucy Pierce, Chris Newell and Chris Falconer)(Brief article)
July 14, 2006... Yorkshire direct marketing agency Direct Relations has made three appointments. Lucy Pierce joins as senior account manager, having worked in the industry for the past six years, with experience in account and database management at...

MOVING PEOPLE: Tri-Direct picks head of data services.(new appointments of Nicola MacRobbie )(Brief article)
July 14, 2006... Tri-Direct has named Nicola MacRobbie head of data services. MacRobbie is to head the data planning team, and work alongside data director Barry Leeson-Earle across Tri-Direct's broad range of clients. She will play an integral role in...

Net closes in on rogue data sellers.
July 28, 2006... The noose is tightening on those found guilty of selling data illegally, following the launch of a Government consultation this week into whether the offence should be punishable by up to two years in prison. The Department for...

DMA tells members: comply or face chop.(Direct Marketing Authority)(Brief article)
July 28, 2006... The DMA (UK) has issued a stark warning to members that failure to comply with its code of practice will result in further expulsions, following this week's action by the Direct Marketing Authority which saw two members thrown out of the trade...

Tequila snaps up #4m homeware business.
July 28, 2006... OKA, the homeware business launched by the mother-in-law of Tory leader David Cameron, has handed Tequila\London its integrated direct marketing account, worth more than #4m. The agency, which picked up the brief in a five-way pitch, has...

Telemarketing spend beats TPS stampede.
July 28, 2006... Telemarketing remains the direct marketing industry's top performer, with an estimated #3.9bn expenditure, despite soaring Telephone Preference Service registrations which have now reached 12.9 million. The discipline, which accounts for...

Seat to 'cut the crap' in debut fleet drive.(Seat UK)(Brief article)
July 28, 2006... Sporty car marque Seat is making its first major foray into the #40bn fleet market with an integrated campaign that promises to take the 'crap' out of the workplace. The drive, created by The Leith Agency, aims to challenge the UK fleet...

Ex-Identex boss joins EuroDirect.(EuroDirect new appointments)(Brief article)
July 28, 2006... Former Identex chief Tim Pottinger has joined marketing intelligence firm EuroDirect, following his sudden departure two weeks ago (PM July 14). Pottinger, who was managing director of the CRM division, left after an operational...

Arlo in major Anchor assault to unearth customer profiles.
July 28, 2006... Arlo Foods is seeking to build a detailed picture of Anchor customers, on the back of what is claimed to be its biggest UK campaign for the brand. The #4m integrated drive is to include a wide range of activity. Over 17 million...

Carphone Warehouse eyes over-50s sector.(market shares)(Brief article)
July 28, 2006... The Carphone Warehouse is embarking on a strategy to target segmented consumer groups, as part of plans to boost its market share in the highly competitive mobile phone retail sector. The first evidence of this is the launch of a direct...

NSPCC targets 'high-giving' areas in door-drop offensive.(National Society for the Prevention of Cruelty to Children)(Brief article)
July 28, 2006... The NSPCC is embarking on a door-drop campaign featuring '18'-rated real-life case studies, to entice 'generous' donors. The drive, created by WWAV Rapp Collins London, will target nearly 200,000 households in 'high-giving' areas,...

Callaway Golf in online drive to bolster data.(online campaign)(Brief article)
July 28, 2006... Equipment retailer Callaway Golf is teeing up an online campaign to bolster its database of European customers and encourage players to recommend a friend. The drive, created by Stephens Francis Whitson, will involve a viral- style email...

OFT reprimands IMP as complaints surge.(Office of Fair Trading)(International Masters Publishing )(Brief article)
July 28, 2006... International Masters Publishing (IMP), one of the world's largest mail order companies, has been slammed by the Office of Fair Trading (OFT) following a raft of consumer complaints over customer service and debt- collection measures. ...

Nestle in Purina mailshot debut.(direct mail campaign )(Brief article)
July 28, 2006... Nestle is launching its first direct mail campaign for petfood brand Purina Pro Plan, to build awareness of the dried cat- and dogfood range. The initiative, created by Billington Cartmell, targets more than 100,000 consumers, focusing on...

IN BRIEF: Tesco hands BD-NTWK stores brief.(Tesco has appointed BD-NTWK )(Brief article)
July 28, 2006... Tesco has appointed BD-NTWK to handle local store marketing activity and boost trade at its range of outlets. The agency will develop a direct marketing programme, as well as door-drop and promotional initiatives that will be sent to...

IN BRIEF: France Telecom hires Euro RSCG KLP.(contracts)(Brief article)
July 28, 2006... France Telecom has hired Euro RSCG KLP as Orange's international music sponsorship and partnership agency. KLP will work across Orange's sports and entertainment accounts, through online, IPTV, mobile and telecoms. Natasha Kizzie, head of...

IN BRIEF: Lil-lets in La Senza partnership.(Woo agency partnerships )(Brief article)
July 28, 2006... Tampon brand Lil-lets is embarking on an integrated campaign to bolster its appeal. Developed by the Woo agency, the drive is to consist of an onpack promotion, press ads, posters in shopping centres and an online campaign. It will be run in...

IN BRIEF: Coral launches integrated assault.(integrated campaign)(Brief article)
July 28, 2006... Bookmaker Coral is to promote its range of betting options for the start of the football season with a major integrated campaign. Created by 141 Worldwide/London, the drive includes a direct mail push to telephone betting customers and instore...

Esure to rebrand as no-claims specialist.
July 28, 2006... Sara Kimberley Esure is repositioning as a 'no-claims bonus' specialist with the launch of a major campaign, kicking off with a DRTV blitz, to promote its car insurance. The campaign, created by Sharpen Troughton Owens Response (STO),...

Virgin Games reveals witty hand.
July 28, 2006... Chris Freeland Client services director Tullo Marshall Warren Internet gaming firm Virgin Games is aiming to drive gamblers to its casino and poker sites with a humorous campaign that plays on poker terminology. The drive will consist of...

Clients should respect our well cut corners.
July 28, 2006... things to be done yesterday, but is this putting agencies in an unfair situation, because if things go wrong when they are forced to cut corners they are the ones to get it in the neck? Way back in the mists of time, I can just about...

Clinton goes direct to lure election donors.(reports of political fund raising)(Brief article)
July 28, 2006... Washington Senator Hillary Clinton has shelled out more than $650,000 (#352,000) in the past three months on direct mail activity - in addition to over $200,000 on postage - as the battle intensifies to lure prospective political donors. ...

Carlson hands Aussie chief key global role.(Carlson Marketing Group Inc.)(Luc Bondar )(Brief article)
July 28, 2006... Minneapolis Carlson Marketing is aiming to replicate the expansion of its Australian operation - the fastest growing network agency for the past five years - by promoting one of the key figures behind its success to a worldwide role. Luc...

USPS pushes mail drives to direct bosses.
July 28, 2006... New York The US Postal Service (USPS) is targeting the direct marketing industry in campaign which aims to give marketers the hard facts about direct mail effectiveness. The company, which has traditionally concentrated its efforts on ad...

Teenage market must inherit savings habit.
July 28, 2006... Dublin Growth spurts, mood swings, self-obsession, and the desire for instant gratification without thought of the consequences - if you're the parent of a teenager these may sound fairly familiar. Over the last five years these features...

Brands ride wave of interest in adventure holidays.(Thomas Cook Holidays)(First Choice Group)
July 28, 2006... Holiday firms are recognising direct marketing as an ideal medium to exploit the surge in interest in adventure breaks. But standing out from the crowd, while avoiding the niche tag, is a fine balancing act Sara Kimberley Gone are the...

Budget shift online driving surge in direct growth.
July 28, 2006... With the 2005 DMA Census and recent IPA Bellwether Report showing online budgets are the impetus for direct marketing growth, the industry faces stark warnings not to be over-reliant on a single medium The rise of integrated marketing is a...

Clients are warned to adopt integrated strategy.
July 28, 2006... Online spend and a bullish direct sector may be continuing to prop up the sluggish marketing community, but client marketers are being warned that simply ploughing budgets into digital is a tantamount to playing Russian roulette with a...

PROFILE: 'Top gun' has rivals in his sights.
July 28, 2006... Charles Morgan As a former sports car racing driver, Acxiom's company leader has never steered off course. Which is just as well, with his firm facing the twin threats of a takeover and a lists market which looks to be in decline ...

Little sympathy for ITV World Cup woe.(ITV PLC)(Brief article)
July 28, 2006... Did advertisers know in advance how poor England's performance in the World Cup would be? Their absence from the media schedules - and the failure of ITV to gain a dividend from its coverage of the tournament - was noticeable. There...

LETTER: Information is already in place for PIP transition.(Letter to the editor)
July 28, 2006... Thank you to Robert Mayes ("Is Royal Mail's PIP campaign too little, 'far too late'?", PM July 14) for pointing out that some businesses will need "at least 12 months" to start testing new mail formats in preparation for PIP. He is...

LETTER: Offer consumers that 'added value'.(Letter to the editor)
July 28, 2006... "Does 'value' strategy spell end for price promotions" (PM July 14) provided some interesting insights into consumers' perceptions of price and good value. It's staggering how few people pinpointed the accurate price of everyday goods such...

LETTER: List rental market still alive and well.(Letter to the editor)
July 28, 2006... Having read your News Analysis on the state of the list rental market ('Can anyone breathe life into the list rental market?', PM June 23), my immediate reaction was one of both disappointment and incredulity. You'll be pleased to know...

LETTER: Join in the 'Magic and logic' debate.(Letter to the editor)
July 28, 2006... Thank you, Phil Andrews, for bringing home the key messages of 'Magic and logic' - the new joint industry White Paper on sustainable business practices for agencies, marketing and procurement (PM June 30). This is just the beginn- ing....

VIEWPOINT: Search success can't be judged in isolation.
July 28, 2006... While ROI from search marketing is easily gauged, and cannot be underestimated, the medium does not work on its own and needs to be put in the context of wider marketing initiatives 'Search' is great, isn't it? The holy grail; the ability...

OPINION: Digital growth must not stunt other media.(Editorial)
July 28, 2006... Charlie McKelvey Editor Another DMA (UK) Census, another rise in spend. Cynics will no doubt wonder what would happen if the results weren't so favourable. Would the report remain under wraps, gathering dust in bowels of DMA House until...

Creative Critique.
July 28, 2006... In the commentary box: Mark Buckingham and David Brown, creative heads at Craik Jones Watson Mitchell Voelkel The World Cup may well be over, but it has been hard to concentrate over the past few weeks. So it's possible that the odd...

VERTICAL MARKETS: Valued customer strategies.(financial services)
July 28, 2006... In a market where brand loyalty is the exception rather than the rule, financial services providers rely on price-led deals to replenish the customer base. But is this where the smart money is? Choice is widely assumed to serve the...

GIS: Balancing fact.(Geographic information systems works to direct marketer's advantage)
July 28, 2006... With GIS now in the public domain, this new-found knowledge can work to the direct marketer's advantage. But data providers need to take care over how much detail they offer for free Steve Hemsley Apparently I live in an established...

CUSTOMER CONTACT CENTRES: Calls for a united front.(trends in customer call centeres)
July 28, 2006... Marketers' perceptions of customer contact centres are slowly shifting from seeing them as separate, competing departments to a logical extension of their own strategy. But first the right interactive technology needs to be in place David...