Precision Marketing articles from March 2003

Precision Marketing archives from March 2003

DMA plots 'green' link-up to combat waste backlash.(Direct Marketing Association (UK), environmental group, junk mail waste )(Brief Article)
March 7, 2003... DMA (UK) chiefs are holding talks with an environmental group about launching a high-profile awareness campaign to demonstrate the sector's 'green' credentials. The move follows fears of a consumer backlash over a potential 'junk mail'...

Marcus Evans quits after five Bright months.(Brief Article)
March 7, 2003... Marcus Evans has quit his role as chief executive of start-up Bright, less than five months after the former Carlson Marketing Group boss launched the agency. Evans, who remains a shareholder of Bright, is considering a move to the client...

WWAV pulls fly-on-the-wall show.(Brief Article)
March 7, 2003... Bosses at WWAV Rapp Collins have pulled the plug on a Candid Camera-style TV show which involved secretly filming agency staff for a week. The show, called Office Monkeys, would have involved an art director and senior account manager...

ASA tightens code to clampdown on direct marketing scams.(Brief Article)
March 7, 2003... Telemarketers must tell consumers they have the right to cancel orders, and new media spam has been banned, under new rules revealed this week by the Advertising Standards Authority (ASA). Published by the ASA's Committee of Advertising...

Portland poised for customer acquisition push. (News).(Brief Article)
March 7, 2003... Portland Conservatories, one of Europe's leading manufacturers of bespoke conservatories, is embarking on a major customer acquisition drive. The Manchester-based company, which the BHD Group bought from MKD last November, is developing...

European online shopping soars. (News).(AOL Europe! RoperASW Cyberstudy)(Brief Article)
March 7, 2003... Europe is closing the gap on the US in the fast-growing e-commerce sector, according to new research. European consumers who have shopped online in the past three months spent an average of [euro]430 ([pounds sterling]295). While Web users...

BUPA blitz to push personalised cover. (News).(Brief Article)
March 7, 2003... BUPA is launching a DRTV offensive to promote its personalised 'Heartbeat Heart and Cancer' private medical insurance, as part of a strategy to differentiate itself from 'one size fits all' cover. The campaign, devised by WWAV Rapp Collins...

Zimbler quits as agency opens specialist arms. (News).(Simon Zimbler, managing director, founder, Mason Zimbler agency)(Brief Article)
March 7, 2003... Mason Zimbler is set to lose joint managing director and founder Simon Zimbler as it splits the agency into specialist divisions. Zimbler, who set up the Bristol-based agency with Mark Mason in 1997 to focus on campaign strategy and...

Scottish Friendly raises profile of tax-free savings. (News).(Brief Article)
March 7, 2003... Scottish Friendly Assurance is to use humour as part of a strategy to raise awareness and drive sales of its tax-free savings plan, Scottish Bond. The company has relied on a more traditional creative approach in the past. But in a test...

Britvic plans to lure men in viral J20 campaign. (News).(Britvic Soft Drinks Ltd.)(Brief Article)
March 7, 2003... Britvic Soft Drinks is reaffirming its commitment to viral marketing by launching a data-gathering initiative for its J20 brand, the first time a Britvic brand other than Pepsi has used the medium. The company tested the technology on its...

Abbey to arm its staff with 'personal' customer data. (News).(Abbey National Bank)(Brief Article)
March 7, 2003... Abbey National Bank, which posted a [pounds sterling]1bn loss last week, is to boost its relationship marketing strategy by giving all staff full access to personal customer information for the first time, as part of plans to step up its direct...

Eyre pledges to double online spend to [pounds sterling]330m. (News).(Brief Article)
March 7, 2003... New Interactive Advertising Bureau (IAB) chairman Richard Eyre aims to double its online advertising spend to over [pounds sterling]330m by the end of next year as part of an ambitious three-year expansion and development programme. The...

BA in SMS drive to promote Rugby World Cup. (News).(British Airways PLC, short messaging services)(Brief Article)
March 7, 2003... British Airways is making its first foray into SMS in a bid to boost its online consumer database and raise awareness of its Rugby World Cup 2003 sponsorship. After successful tests of SMS last December, rugby fans are being targeted at...

HealthSure runs first direct push to target public. (News).(Brief Article)
March 7, 2003... Healthcare provider HealthSure is running its biggest consumer direct marketing activity to date as part of plans to reach an audience of 3.9m potential customers. The not-for-profit company offers cash payments towards the cost of...

AA adopts DRTV to push motor insurance offering. (News).(AA Insurance uses direct response television)(Brief Article)
March 7, 2003... The UK's biggest car and home insurance broker AA Insurance Services is using DRTV to differentiate itself from its competitors by promoting the specific benefits of its car insurance. The Twin Car ads, which break this Monday, promote the...

Littlewoods in delivery split. (News).(Brief Article)
March 7, 2003... Littlewoods delivery service Business Express has split with its managing director Mick Janicki, after discussions with the board about the company's future. A Littlewoods spokeswoman says: "Janicki will be leaving Littlewoods, We will be...

EHS Brann Discovery links with Cognisance. (News).(Havas Agence S.A. merges agencies)(Brief Article)
March 7, 2003... Havas, one of the world's largest marketing groups, is bolstering its data offering by merging consultancy division EHS Brann Discovery and profiling specialist Cognisance to pave the way for an assault on the European market. The merged...

Granada unveils SMS drive for reality TV show. (News).(Brief Article)
March 7, 2003... Granada is developing SMS campaigns to promote its latest reality TV show Re-Born in the US, which will feature former Spandau Ballet lead singer Tony Hadley and Eurovision Song Contest hopeful Gina G. It has appointed l2Snap to develop mobile...

Experian launches lifestyle profiling tool. (News).(Brief Article)
March 7, 2003... Experian is launching a blanket lifestyle profiling tool to cover 39 million consumers on the Electoral Roll, to curb declining responses from lifestyle lists. National Facts, a prospect profiling tool, is being launched in conjunction with its...

Best Western embarks on direct blitz. (News).(Brief Article)
March 7, 2003... Best Western, the UK's largest independent hotel network, is developing its direct marketing and targeting to highlight its independent status, in a bid to take on rivals such as Forte and Hilton. HHM has been appointed to the [pounds]3m...

British Accreditation Bureau. (News).(Correction Notice)
March 7, 2003... In our News Analysis on the QMP Accreditation Scheme for Mailing Houses (PM February 7), we quoted an unnamed managing director of a mailing house whose words could have been misconstrued to imply that accreditation could be 'bought' from the...

Lifestyle group to target young with direct blitz. (News).(Future-mind )(Brief Article)
March 7, 2003... Fledgling company Future-mind is launching an aggressive direct marketing campaign to try to position itself as the UK's leading lifestyle coaching and hypnotherapy business. The firm, which was established three months ago, plans to...

Comic Relief embarks on SMS drive to attract younger donors. (News).(Comic Relief UK, Red Nose Day, short messaging service)(Brief Article)
March 7, 2003... Comic Relief is set to launch its biggest wave of SMS activity to date in a bid to boost donations from younger viewers in the runup to Red Nose Day. Several wireless initiatives, developed by Flytxt, are hoped to raise funds for the...

Euro RSCG Worldwide sets up health group. (News).(Brief Article)
March 7, 2003... Integrated marketing agency Euro RSCG Worldwide is creating a global health marketing and communications group that will develop educational direct campaigns for specific diseases. Euro RSCG Life is being formed from the worldwide group's...

Dorset Tourism develops 'solo' strategy to build visitor database. (News).(Brief Article)
March 7, 2003... Dorset Tourism is embarking on its first solo below-the-line initiative in a bid to create its own marketing database. The tourist board, which usually launches responsive campaigns with the district borough, is developing a database from...

Bad debts force Sears to slash credit card spend. (International).(Brief Article)
March 7, 2003... Chicago: Retail giant Sears Roebuck is to rein in its direct marketing activity at its credit card operation after amassing $222m ([pounds sterling]141m) of uncollected debt from less reliable customers. Sears is curbing its credit card...

Bell Canada to revamp Web sales. (International).(Brief Article)
March 7, 2003... Ontario: Telecoms and wireless company Bell Canada is planning to reduce the high level of deserting browsers by enhancing its online sales strategy. The firm, which has 25 million customer connections, is targeting the 60 per cent of...

Rapp Collins launches direct assault on Thailand. (International).(Rapp Collins Worldwide)(Brief Article)
March 7, 2003... Bangkok: Rapp Collins Worldwide is establishing its first outfit in Thailand in a bid to capture a slice of the country's direct mail and customer relationship management (CRM) business. Rapp Collins (Thailand) is opening a 20-strong staff...

Call centre rise is cheap option. (International).
March 7, 2003... Melbourne: A personal message from the prime minister, "Dear fellow Australians", starts a direct mail piece recently sent to every home. Its arrival has been heralded in TV advertisements urging us to look out for it and read it, and even...

Marketers face up to new desire economy. (News analysis).
March 7, 2003... As consumers become increasingly marketing sawy, marketers need to find more sophisticated ways to woo them. David Reed reports from the Royal Mail Media Forum. Last year, 500,000 marched to protest about the state of British farming....

Fighting to shed junk mail image. (News Analysis).
March 7, 2003... Most consumers believe they receive more direct mail than they really do and many simply regard it as junk mail is there anything the industry can do the combat this negative image? The direct marketing industry has being trying to shed its...

The public hates junk questions, not direct mail.
March 7, 2003... As if the papers didn't have enough to write about, The Times this week latched on to the MORI poll about attitudes to what we lovingly call 'direct mail', and what the rest of the world unhesitatingly refers to as 'junk mail'. I'm sure the...

Letters.(Letter to the Editor)
March 7, 2003... Why it's time to review ambient media's ROI Outdoor and ambient media hits people when they are out and about, but does not necessarily drive an action or sale (PM February 14). Ambient emerged to contribute to brand awareness by cutting...

Subjective nature of the QMP system makes it deeply flawed. (Comment).(Client Satisfaction Survey )
March 7, 2003... The QMP's once-a-year accreditation process centres on subjective questions where the size of the client sample can seriously distort results. Those who work with me know I am not an unreasonable person, but the recently publicised QMP...

Who'll pay up to educate public? (Leader).
March 7, 2003... There are few things which incite quite so much feeling in this industry as the phrase 'junk mail'. Depending on who you listen to, consumers either think mailings are the spawn of the devil or heaven-sent. But one thing is certain this week's...

Door-step challenge.
March 7, 2003... Jon Evans, brand manager, First Drinks Brands The door-to-door market has witnessed huge growth over the past few years, with expenditure now exceeding outdoor and radio. As part of a regular series, Jon Evans of First Drinks Brands and...

The only way is up. (Salary survey).
March 7, 2003... Despite the ongoing economic downturn, direct marketers feel quietly confident about the future of the industry. But although salaries are rising, so too are stress levels. WITH LAST YEAR'S ECONOMIC downturn employers were tightening their...

JoJo Maman Bebe offers names of ABC1 mothers. (List File).(Brief Article)
March 7, 2003... Jojo Maman Bebe, the European-style maternity wear mail order catalogue, has made a series of insert opportunities available through Isis Direct. The mail order catalogue offers stylish and imaginative maternity wear, as well as clothes...

Expert Verdict releases file of professionals. (List File).(Brief Article)
March 7, 2003... The Expert Verdict mail order catalogue, offering the latest technology products, is releasing its list of buyers through Swetenhams. The catalogue carries a range of stylish and performance-focused household products and gifts. The...

Architecture Today unveils list of readers. (List File).(Brief Article)
March 7, 2003... Architecture Today, a leading monthly magazine in the field of architecture and design, is releasing its 21,720strong list of names through Marketing and Media Solutions (MMS). Each issue contains technology features, business topics,...

Freeserve recruits portal and strategy director. (Moving People).(Caroline Thomas )(Brief Article)
March 7, 2003... Freeserve has recruited Caroline Thomas to the position of portal and strategy director. Thomas joined Freeserve two years ago to create an access product management team and handle Freeserve's portfolio of narrowband and broadband products....

O'Byrne quits dooyoo.com for MyPoints Europe. (Moving People).(Brief Article)
March 7, 2003... MyPoints Europe has appointed Shane O'Byrne as head of sales. O'Byrne joins from dooyoo.com, where he was sales director. He says: "Through careful targeting and cumulative incentives we will provide our advertisers with a valuable prospect...

Scope picks Ashley as business director. (Moving People).(Andrew Ashley)(Brief Article)
March 7, 2003... Scope has hired Andrew Ashley as business director. Ashley was previously at Internet and interactive solutions provider Eunite, and has also worked at Saatchi & Saatchi and MindShare.

PIMS-SCA appoints three to boost sales division. (Moving People).(Brief Article)
March 7, 2003... Promotional risk management specialist PIMS-SCA has made three appointments to reinforce its sales division, Catherine Bishops has been named as account director, while Matthew Butcher and Julia Welch are appointed sales managers.

Consodata UK hires sales director. (Moving People).(Fiona Sweeney)(Brief Article)
March 7, 2003... Consodata UK has strengthened its custom solutions division with the appointment of Fiona Sweeney as sales director. She joins from Royal Mail, where she worked as data market development manager. Prior to that, Sweeney spent seven years within...

SAIC appoints Kester as sales director. (Moving People).(Science Applications International Corporation; Avril Kester)
March 7, 2003... Science Applications International Corporation (SAIC] has appointed Avril Kester sales director. She will lead a dedicated business development team to pursue contracts in the UK utilities sector. Kester has more than 25 years' experience in...

'Arry finds that monkeying about is a basic instinct. (Diary).
March 7, 2003... The lengths 'Arry the Bastard will go to to pick up the ladieeeeeeees is getting quite ridiculous. But, to explain, first you'll have to cast your mind back a couple of weeks to when he lost his job at Nectar, having been identified as the...

Winner takes it all. (Soundoff: Hunter's tale).(Brief Article)
March 7, 2003... No, before you ask, I didn't make it to the IDMF, despite the usual endless 'behind stand' offers from permed and peroxided data reps. You know when you register for these events? Ticking a whole bunch of boxes about your area of interests and...

Craik Jones top creative team resigns.(Simon Kershaw and Phil Keevil)(Brief Article)
March 14, 2003... Craik Jones Watson Mitchell Voelkel's top creative duo, Simon Kershaw and Phil Keevil, have quit after 11 years, prompting a major reshuffle. Kershaw and Keevil, who both worked on Land Rover and BBC Worldwide, had been in discussions with...

BT's India call centre plan sparks strike threat.(Brief Article)
March 14, 2003... The UK call centre market could be plunged into chaos as trade unions draw up plans to protest against the rising tide of top companies switching their telemarketing operations to India. The move follows BT Retail's announcement that it is...

Cable to challenge Sky iTV dominance.(GoInteractTV to launch interactive television)(Brief Article)
March 14, 2003... Rupert Murdoch's stranglehold on the UK interactive TV (iTV) advertising market is set to be challenged by a new cable service. The long-awaited cable scheme to be launched by GoInteractTV will allow brand owners to run nationwide campaigns...

Royal Mail late delivery payout could save sector [pounds sterling]36m a year.(Brief Article)
March 14, 2003... Royal Mail's plans to compensate brand owners for late deliveries could see direct marketers recoup more than [pounds sterling]36m a year if it fails to meet national targets. The proposal may be given the green light at a board meeting...

Nectar refutes Which? Worst scheme claims.(Brief Article)
March 14, 2003... Nectar bosses have hit back after the scheme was slammed by consumer experts, some of whom claim it offers shoppers a poor deal. The scheme, launched last year by Loyalty Management UK, was singled out in an investigation by Which? magazine...

Scottish SPCA unveils shock inserts appeal. (News).(Brief Article)
March 14, 2003... The Scottish SPCA (SSPCA) is to launching a hard-hitting insert push -- depicting starving animals -- as part of a strategy to boost its database and encourage regular donations. The charity first tested inserts last year and has decided...

Parcelforce push eyes small firms. (News).(new campaign )(Brief Article)
March 14, 2003... Parcelforce Worldwide is embarking on its first ad campaign for six years, following a major restructure to cut losses by dropping its commitment to the universal service. The campaign, which will begin on March 17 and run for four weeks,...

US giant lands [pounds sterling]37m NCH as UK launchpad. (News).(Valassis to acquire NCH Marketing Services)(Brief Article)
March 14, 2003... US coupon distribution giant Valassis is planning to enter the UK market and position itself as an integrated marketing services company with the acquisition of NCH Marketing Services for $60m ([pounds sterling]37m). The Michigan-based...

Skoda targets hatchback market in Fabia drive. (News).(Brief Article)
March 14, 2003... Skoda aims to challenge the Renault Clio and Vauxhall Corsa by launching the Fabia 1.2 Classic in a major direct marketing assault. The mailing campaign, developed by Archibald Ingall Stretton, features a spoof memo from Skoda's financial...

Woodrow and Laws to launch Norfolk agency. (News).(Kim Woodrow and Kent Laws form Coast)(Brief Article)
March 14, 2003... Former Proximity London creative director Kim Woodrow and HarrisonLawsCrossman director Kent Laws are joining forces to launch a new agency, Coast. The Norwich-based start-up already holds six clients, including Norwich Union, Virgin Money...

IDM links with IPA for training programmes. (News).(Institute of Direct Marketing and the Institute of Practitioners in Advertising)(Brief Article)
March 14, 2003... The Institute of Direct Marketing (IDM) and Institute of Practitioners in Advertising (IPA) are planning to team up for the first time to deliver below-the-line training to IPA members. Demand for the service has prompted the link-up, which...

Mark Warner launches first direct blitz in expansion bid. (News).(Brief Article)
March 14, 2003... Tour operator Mark Warner Holidays is making its first foray into direct marketing, as part of a major expansion drive, which will see it appoint its first direct marketing agency. The company, which is aiming for a 30 per cent growth,...

BBC opens DRTV offensive for new weight-loss show. (News).(Brief Article)
March 14, 2003... The BBC is using a DRTV promotion to encourage people to take part in its major new interactive show, Diet Trials. The series claims to be the biggest study of its kind, with over 300 participants from across the UK testing four well-known...

Guinness plans mailing push for St Patrick's. (News).(Brief Article)
March 14, 2003... Diageo-owned Guinness is launching a major relationship marketing offensive as part of plans to encourage brand loyalty among St Patrick's Day revellers. The push, through Tullo Marshall Warren (TMW), aims to place Guinness at the...

WWF poised to boost spend on Net campaigns. (News).(Brief Article)
March 14, 2003... WWF-UK is pumping more of its marketing spend into online recruitment in a bid to increase the cost effectiveness of its communications. The charity has been testing new Web techniques since the summer. It says that if they continue to be...

Children's Society writes storybook to woo donors. (News).(Brief Article)
March 14, 2003... The Children's Society is shifting away from its traditional mailing strategy as part of a new offensive to re-engage supporters and encourage donations. The charity has produced its first storybook, which will this week be sent to its UK...

Lewis website in direct drive. (News).(Brief Article)
March 14, 2003... Voluntary website Do-it.org.uk -- set up by BBC newsreader Martin Lewis -- is launching its biggest raft of direct marketing to date after receiving a large grant from the Home Office. The [pounds sterling]210,000 award will be used to...

The Communications Agency appoints boss. (News).(Brief Article)
March 14, 2003... The Communications Agency (TCA) has appointed John Gellett managing director to drive the agency's development and boost new business opportunities. Gellett has been brought in to run the day-to-day operations, as well as to help drive...

Bush to approve block on telemarketers. (News).(Brief Article)
March 14, 2003... President George W Bush is to agree legislation to create a national 'do-not-call' list in the US. The list is designed to ensure consumers do not receive unwanted calls from telemarketers. Consumer groups say the bill will receive huge support...

Renault UK appoints DbG to manage database. (News).(Brief Article)
March 14, 2003... Renault UK has appointed the Database Group (DbG) to manage its central marketing database. The outfit has been briefed to provide multi-management systems. It will channel campaign also be responsible for the design and production of all...

Army hands campaign account to Tequila. (News).(Brief Article)
March 14, 2003... The Army has handed its multi-million pound direct marketing and database management account to Tequila\London. The move follows a pitch which included incumbent Cramm Francis Woolf. Tequila's remit is to consolidate the market data and boost...

Diesel to reveal youth study through website. (News).(Brief Article)
March 14, 2003... Diesel is unveiling its global research study through its website, www.diesel.com. The research, timed to coincide with the launch of its spring/summer collection, offers a tongue-in-cheek look at the youth market. The online initiative is...

BDC Worldwide pushes 'natural history' footage. (News).(Brief Article)
March 14, 2003... BBC Worldwide is planning a global direct marketing campaign in a bid to sell footage from three groundbreaking series to institutions around the world. Footage from acclaimed BBC series The Blue Planet, Walking With Dinosaurs and Space...

Volvo unleashes twin marketing offensive to ramp up saloon sales. (News).(Brief Article)
March 14, 2003... Volvo is aiming to fend off competition by offering first-time buyers a range of accessories and add-ons -- in its largest integrated campaign to date. The initiative will run through Volvo's 160 UK dealerships, promoting special offers...

Europe's direct spend breaks [pounds sterling]30bn-mark. (News).(Brief Article)
March 14, 2003... Direct marketing spend in Europe continued to grow in 2001, and has generated the highest investment ever registered, according to Fedma's annual Survey on Direct and Interactive Marketing Activities in Europe. The report, now in its...

Terrence Higgins launches telemarketing drive to boost donations. (News).(Brief Article)
March 14, 2003... Terrence Higgins Trust (THT) is embarking on a telephone fundraising initiative in a bid to strengthen relationships with its donors, following a test campaign last year. The drive, which is being handled by agency Personal Telephone...

Verizon fined $5.7m over distance calls promotion. (International).(Brief Article)
March 14, 2003... New York: Verizon Communications, the largest phone company in the US, has been ordered by the Federal Communications Commission (FCC) to pay a $5.7m ([pounds sterling]3.5m) fine for promoting long-distance calls without regulatory approval....

Minnesota forces spam labelling. (International).(Brief Article)
March 14, 2003... Saul Paul, Minnesota: Marketers will be required to explicitly label all e-mail advertising under a new state law designed to combat the increasing amount of spam consumers are bombarded with. Although the law means senders must write 'ADV'...

Thane Direct launches Arab home shopping show. (International).(Brief Article)
March 14, 2003... Riyadh, Saudi Arabia: Thane Direct, the international distribution arm of US direct retailer Thane, is expanding its DRTV presence in the Middle East with a 12 hours-a-day block of home shopping programming on the Arab News Network. The...

Germans exploit their geography. (International).
March 14, 2003... Germany: Geomarketing is not a new phenomenon in Germany. It has been driven by the availability of demographic data supplied by population censuses. And this is the most common data available for geographic areas, listing the 8,300 German...

UK tourist boards bid to exploit global crises: as UK holidaymakers think twice about flights to far-flung destinations regional tourist boards are going great guns for a share of the cash they usually spend abroad. (News Analysis).
March 14, 2003... It has been quite some time since the nationwide outbreak of foot-and-mouth disease and the events of September 11 2001 devastated UK tourism. But given today's triple whammy of international terrorism, impending war and domestic recession, is...

Bringing profiling out of dark ages: following on from last week's News Analysis Beyond the desire economy, Emma Rubach talks to professor Richard Scase about challenging industry assumptions regarding target markets. (News Analysis).
March 14, 2003... With such rapid changes to our society, there is a danger marketers will be left behind unless they take drastic action to redefine attitudes to targeting consumers. This is the theory expounded by Professor Richard Scase, author of Living in...

Manage clients to combat margin squeeze: in his monthly column, Jim Surguy tackles two problems facing the agency sector. (The PM Surgery).
March 14, 2003... THE EXPERT Jim Surguy managing director, Results Business Consulting Q How do I ease the increasing downward pressure on my margins? A The continual squeeze on margins driven by clients will not go away -- even if direct marketing...

Be sure service quality is part of the sale: Precision Marketing's services agony uncle David Daly gives his verdict on a dissatisfied customer's experience. (The PM Surgery).
March 14, 2003... THE CONSUMER Ken Lyon Chief executive, Sourceree I was travelling in Asia recently and arrived for a re-fuelling stopover in South Korea - a country where all disembarking travellers are subject to stringent security checks. Both...

Nectar's remit misses point of customer data.
March 14, 2003... Within less than a year, loyalty scheme Nectar has come from nowhere to become one of the UK's most famous -- and most used -- brands. By getting companies like Barclaycard, BP, Debenhams and Sainsbury's to co-operate, it has transcended the...

Letters.(Letter to the Editor)
March 14, 2003... Mystery shopping' is for training not punishment I was concerned to see John Wilkinson's letter 'Mystery shoppers will only demotivate agents' suggesting that the National Audit Office report on call centres was misleading and incomplete...