Precision Marketing articles from March 2004

Precision Marketing archives from March 2004

Royal Mail to sponsor trio of PM awards.(Precision Marketing awards)(Brief Article)
March 5, 2004... Royal Mail has this week signed a major deal to sponsor three main categories of the Precision Marketing Response Awards. The deal covers Direct Brand of the Year, Direct Client of the Year and Agency of the Year--three categories...

Saga and Experian join race to conquer suppression market.(Brief Article)
March 5, 2004... Saga and Experian are vying for a slice of the suppression market with the launch of two products. Saga is embarking on a not-for-profit venture called Stop Dead to help organisations that use direct mail to control costs and reduce the...

Steve Barton exits DLKW Dialogue.(Brief Article)
March 5, 2004... DLKW Dialogue chief executive Steve Barton has left less than six months after joining from Leonardo to beef up its direct credentials (PM October 3, 2003). Dialogue chairman Simon Andrews is seeking a replacement. but admits he is...

Acxiom signs 20m [pounds sterling] deal for Consodata.(Brief Article)
March 5, 2004... Data giant Acxiom has snapped up Consodata in a deal thought to be worth 30m [euro] (20m [pounds sterling]), in a deal it claims will "revolutionise direct marketing in the UK". The move follows Acxiom's recent purchase of Claritas from VNU...

DMA launches mail waste push 'second phase'.(Direct Marketing Association)(Brief Article)
March 5, 2004... The DMA (UK) and Planet Ark are rolling out the second phase of activity designed to reduce direct mail waste with a campaign promoting the use of suppression files. The initiative attempts to reach clients and suppliers and help the DMA...

Australia Group launches banks DRTV offensive.(news)(Direct response television advertising)
March 5, 2004... National Australia Group Europe's (NAGE) leading UK retail banks are making a TV comeback after ten years' absence with its biggest-ever DRTV initiative. Clydesdale Bank, Yorkshire Bank and Northern Bank are running DRTV ads until...

Chrysalis rolls out picture messaging 'first'.(news)(Brief Article)
March 5, 2004... Chrysalis Radio is launching an MMS campaign, claiming to be the first UK radio station to launch an interactive push using camera-phone handsets. Galaxy will kick-start the multimedia initiative, with DJs encouraging listeners to snap and...

MMS users surge by over 40%.(news)(Multimedia messaging service)(Brief Article)
March 5, 2004... The mobile phone industry will be boosted by a new report claiming the number of consumers using multimedia handsets has surged by more than 40 per cent in the past three months. The quarterly survey, carried out by mobile marketing...

Mail order sampling scheme opens in UK.(news)(Brief Article)
March 5, 2004... HLB, the WWAV Rapp Collins-owned list specialist, is introducing a mail order sampling concept to the UK for the first time. The promotional channel, already successful in the US, offers niche mail order brands the chance to include samples...

Lexus targets younger buyers in mail assault.(news)(Brief Article)
March 5, 2004... Luxury car brand Lexus aims to lure younger buyers by launching a tactical direct mail campaign for lower price models. The manufacturer is promoting its IS200 car and four-by-four RX300 in a major data-capture campaign to boost sales to...

C&G promotes flexible offers in DRTV assault.(news)(Cheltenham & Gloucester)(Direct Response Television )(Brief Article)
March 5, 2004... Cheltenham & Gloucester (C&G) is rolling out an integrated campaign to promote the flexibility of its mortgage and savings products. The push will comprise DRTV, cinema and press ads, as well as in-branch activity. All creative work has...

AA to drive car loans with first SMS service.(news)(Brief Article)
March 5, 2004... AA Personal Finance is rolling out an SMS service to enable car buyers to enquire about loans. The text-message initiative is thought to be the first of its kind. The AA is testing the service at major car sales outlets where consumers...

Industry slams DTI plans for distance-selling clampdown.(news)(Brief Article)
March 5, 2004... The DMA (UK) has hit out at Department of Trade & Industry (DTI) recommendations to amend distance-selling regulations. It claims the revisions could increase costs and create confusion for traders. The DTI suggests businesses should inform...

Online launch bolsters access to e-government.(news)
March 5, 2004... The Government is launching Directgov to ease public access to information and services on the Web. The site, which will have extensive content for motorists, parents, the disabled and carers, is to ask a random selection of visitors to...

Suzuki in debut national mailing for super-mini.(news)(Suzuki GB)(Brief Article)
March 5, 2004... Suzuki (GB) is overhauling direct marketing for its super-mini model and extending tactical direct mail to other marques. Nexus/H has been appointed to implement Suzuki's first highly targeted nationwide direct mail campaign. The Japanese...

Littlewoods creates paper to push loyalty.(news)(Littlewoods Home Shopping)(Brief Article)
March 5, 2004... Catalogue giant Littlewoods Home Shopping is launching its first regular newspaper to 1.3 million customers. The company, which owns 73 per cent of the agency mail order market (PM January 30), is introducing Littlewoods News. Created...

Retailers waste 200m [pounds sterling] on poor product return.(news)(Brief Article)
March 5, 2004... Retailers are wasting up to 200m [pounds sterling] a year through inefficient product return operations, according to Royal Mail. A report from the postal group, in conjunction with academics including Cranfield School of Management, claims...

Selfridges paves way for Brasil 40[degrees] activity.(news)(Brief Article)
March 5, 2004... Selfridges is launching a direct marketing drive in the run-up to in-store promotion Brasil 40[degrees]. The month-long event, which launches in May, will showcase the art, music and fashion of Brazil. It follows last year's spectacle...

Oxfam launches mail offensive to boost funds.(news)(Brief Article)
March 5, 2004... Oxfam is embarking on a direct mail campaign designed to raise funds and highlight the charity's emergency work. Created by WWAV Rapp Collins, the pack will be mailed to almost 60,000 Oxfam supporters and asks for a one-off donation to combat...

Shop Direct scraps 900 jobs on back of buyout.(news)(Brief Article)
March 5, 2004... Mail order catalogue group Shop Direct is axing more than 900 warehousing jobs just weeks after the business was bought by tycoons the Barclay brothers from GUS. Some of the workers will be offered alternative posts, but Shop Direct says the...

Halifax rolls out online push for Saver scheme.(news)(Brief Article)
March 5, 2004... Halifax is unveiling an online campaign to support the launch of its Regular Saver product. The ads, created by DLKW Dialogue, will appear on MSN and Yahoo home pages as well as a range of financial sites. Consumers will also be able to apply...

Equifax finds 71% of opt-out boxes pre-filled.(news)(Brief Article)
March 5, 2004... An Equifax survey of more than 90 per cent of UK local authorities has found that 71 per cent of those asked had pre-filled opt-out boxes on Electoral Roll forms. The study also shows total opt-out rates for the councils increased by more than...

Triangle Group to rebrand services.(news)(Brief Article)
March 5, 2004... Triangle Group, the direct marketing specialist, is unifying its services. The move sees Triangle Communications, b-live, Perceptor and retail specialist Storm merge under one umbrella brand, Triangle. Brand experience company Lime will...

Vodka company in 'pick-a-bride' viral campaign.(news)(Brief Article)
March 5, 2004... Vodka brand Stolichnaya is launching its first viral online campaign in a bid to rapidly expand its email customer database. The push features a tongue-in-cheek game 'Stolibrides' that mimics an online Russian bride service. Players can...

Expedia links up with top brands for e-voucher blitz.(news)(Brief Article)
March 5, 2004... Expedia, the online travel company, is bolstering its database and third-party partnership ties by launching its biggest online voucher drive to date. Throughout this month, Expedia customers will have access to exclusive promotions from...

Virgin Mobile rolls out free airtime initiative.(news)(Brief Article)
March 5, 2004... Virgin Mobile is stepping up its marketing activity in support a promotion allowing individuals to receive 1 [pounds sterling] in free airtime for every 10 [pounds sterling] spent. The 'Flash It' campaign, run in conjunction with Virgin...

Guinness devises Irish Rover pack to drive St Patrick's Day drinking.(news)(Brief Article)
March 5, 2004... Guinness is launching a quirky mailing campaign to promote its association with St Patrick's Day, March 17. The Diageo-owned brand is sending a mailpack with an Irish feel to more than 500,000 members of its dedicated relationship marketing...

US DMA declares valiant 2003 direct performance.(international)(Brief Article)
March 5, 2004... New York: The direct marketing industry is flourishing despite the challenging business environment, according to the US DMA. Direct marketing operations improved during the fourth quarter of 2003, according to the DMA's performance index,...

Experian seeks China data bureau.(international)(Brief Article)
March 5, 2004... Hong Kong: Credit reference company Experian is urging the Hong Kong Monetary Authority to establish a centralised credit bureau to facilitate uninhibited data-sharing between lenders, borrowers, governments and regulators. The company has...

Marketing chiefs deride global branding expertise.(international)(Brief Article)
March 5, 2004... Prague: More than two thirds of marketers feel their company lacks the expertise to translate brand messages between nations, according to an international survey. Language management specialist Verbatim spoke to businesses in 15 countries...

Making French opt-in succeed.(international)(opt-in emails, to protect privacy)
March 5, 2004... Boulogne-Billancourt: There has been much debate recently over opt-in versus opt-out in e-marketing. But the time for debate is now over, with the European directive introduced three months ego making opt-in mandatory. As I write,...

Mail recycling targets must hit public nerve: for the DMA to honour its recycling agreement with Defra, the industry must overhaul public attitudes to mail a waste management. But this is reliant on Government moves to iron out local authority inconsistencies. Emily Cubitt reports..(news analysis)(Direct Marketing Association)
March 5, 2004... Despite the high-profile awareness campaign by the DMA (UK) and environmental group Planet Ark to raise awareness of the Mailing Preference Service (MPS) and encourage people to recycle mailshots (PM August 8), the UK still has one of the worst...

Can you unravel the workings of a direct scam?(and win cheap liquor, direct mail scam)
March 5, 2004... My favourite direct marketing story was told to me by the late Harold Sumption many years ago, when statistical analysis was just beginning to rear its incomprehensible but doubtless useful head. It involves a puzzle, and my esteemed editor, Mr...

Direct industry failing to lure cream of academia.(letters)(Letter to the Editor)
March 5, 2004... I have long been amazed at the lack of interaction between academia and commerce. In marketing, there was the development of Acorn almost 30 years ago, and since then we have had the odd academic writing theoretical articles here and there. But...

Act to prevent agency churn.(letters)(Letter to the Editor)
March 5, 2004... Having read your News Analysis "Is there life after you quit direct marketing?" (PM February 6), Major Players Recruitment conducted a survey among candidates and clients and discovered that there is. Here are just some of the diverse...

There is no excuse for us to be inundated with untargeted mail.(comment)
March 5, 2004... Some companies know their customers well and send out well-targeted mailings. But, despite the sophisticated tools available, too many still don't If data is so accurate these days, why is so much mail still rubbish? Do direct marketers...

Phone loyalty could be myth.(letters)(Letter to the Editor)
March 5, 2004... We should not be surprised that Sarah Balmond's news story (PM February 20) revealed that UK telecoms providers are still battling with that perennial loyalty chestnut: 'customer churn'. The plethora and nature of discounts and incentives...

CRM data needs a wider context.(letters)(Letter to the Editor)
March 5, 2004... Only a few years ago customer relationship management (CRM) was billed as the 'must-have' technology that would improve service levels and provide a 360-degree view of customers. Cut to 2004 and most companies are still failing to see a return...

Direct mail the waste message.(leader)
March 5, 2004... There's little doubt recycling has moved on from the time when its main proponents were viewed as scruffy tree-hugging vegan Guardian readers. Then again, when the European Union--that enemy of every bent British cucumber lover--threatens to...

Creative critique.
March 5, 2004... ... is a weekly look at direct marketing initiatives by a panel of agency creatives. This week, David Thomas, creative director at Base One, shows some appreciation for a photographic company's display of humility, and finds himself answering...

Paper cuts: the Government's waste strategy will soon force direct mail firms to slash the volume of non-recyclable mailpacks. But with creative departments far from convinced, how should the industry react to this seachange?(Special report: paper & envelopes)
March 5, 2004... UNDER THE GOVERNMENT'S new waste strategy, more than half of all mailpacks will have to be recyclable by 2009. Yet many of the finishes, varnishes, inks and adhesives used in direct mail production mean packs cannot be recycled. So, as...

Mass production: as the direct mail production process grows increasingly complex and the market more competitive, printing houses are raising the stakes by offering longer term contracts with an end-to-end service--to include fulfilment handling. David Reed asks whether clients are taking up the one-contract-fits-all pitch.(Special report: printing)
March 5, 2004... WHEN IT COMES TO direct mail production, everything has its price. It is easy to see the process involving a set formula. Combine one mailing list with an overprinted envelope, then simply add a four-colour leaflet and one-page flyer to a...

JoJo offers updated reader file.(list file)(Brief Article)
March 5, 2004... JoJo Maman BeBe, the maternity-wear mail order catalogue, has made its updated file of 56,000 names available through Isis Direct. The catalogue offers stylish and imaginative clothes for pregnant women, as well as clothes for children aged...

Champs Elysees unveils names.(list file)(Brief Article)
March 5, 2004... Language-teaching firm Champs Elysees is releasing its updated list of 63,943 names through Marketing & Media Solutions (MMS). The course caters for French, German, Italian and Spanish students. There is an equal gender split, while MMS...

Medal supplier reveals buyers.(list file)(Award Productions)(Brief Article)
March 5, 2004... Award Productions, a supplier of medals and commemorative products, is making its file of 43,820 mail order buyers from last year available through Cheryl Nathan List Broking. The company, which supplies medals to The Royal British Legion,...

Kenwood puts list on market.(list file)(Brief Article)
March 5, 2004... Entertainments retailer Kenwood is releasing its updated list of 17,660 buyers through Marketing & Media Solutions. The database comprises buyers of Kenwood in-car entertainment systems who have registered for its theft-replacement scheme....

Next Door to provide data.(list file)(Brief Article)
March 5, 2004... Next Door, which specialises in producing high-quality wooden toys and games, is unveiling its file of 80,000 customers through Isis Direct. The children's specialist sells a range of items such as christening-wear, outdoor clothing and...

Consodata selects business development chief.(moving people)(Brief Article)
March 5, 2004... Consodata has appointed Daniel Binns business development manager. His primary role will be to work with retail and consumer goods clients to develop bespoke, data-driven solutions, including question sponsorship and list and data enhancement....

Database Group chooses senior statistician.(moving people)(Brief Article)
March 5, 2004... Bristol-based database marketing specialist the Database Group (DbG) has named Julie Chung senior statistician in its customer insight team. Chung previously worked at Orange for three years, performing customer and usage analysis and...

Andrews Aldridge hires top account manager.(moving people)(Partners Andrews Aldridge )(Brief Article)
March 5, 2004... Partners Andrews Aldridge has hired Sarah GhristieMacAllan as senior account manager. She arrives from EHS Brann, where she worked for four years on various accounts including Peugeot and the AA. She previously worked client-side at DHL...

Nice work.(Brief Article)(Column)
March 5, 2004... ... is a monthly column dedicated to those people who are happy at work. don't' think it's possible? read on. Name: Carolyn Bondi Company: Tullo Marshall Warren (TMW) Department: New business Job title: Business development consultant...

Pisshead poors scorn on our organ.(diary)
March 5, 2004... Eagle-eyed readers of this organ rang this week with the shocking news that Precision Marketing is the circular of choice for the homeless. Apparently, one poor soul consigned to the streets was spotted sifting through a bin, only to pull out...

Forthcoming events.(diary)(Calendar)
March 5, 2004... The Focus Group is hosting the Business Value From CRM forum on March 16. Customer relationship management is a crucial element in maintaining market share and customer loyalty, and this event aims to fill in the gaps in the way businesses...

Sharky behaviour.(Soundoff: hunter's tale)
March 5, 2004... Based on the underwhelming success of Coke's Dasani, my coup is to package olive oil as 'Shark Oil and mail it to prospective clients as the 'miracle cure for all your marketing ailments'. Under pressure to redefine my job, now we're not...

Guardian seeks reader insight in data overhaul.(Guardian Newspapers Ltd.)(Brief Article)
March 12, 2004... Guardian Newspapers, which owns The Guardian and Observer, is overhauling its database to improve marketing efficiency and increase sales. The company is to focus on customer insight, and plans to roll out a more sophisticated relationship...

Styler exits in EHS Brann shake-up.(Brief Article)
March 12, 2004... EHS Brann marketing and strategy director Alan Styler has been left without a job following a restructure of the new business department. Styler, who has worked for Brann for over 12 years, says he has no specific plans for the future, but...

Industry chiefs slam Brussels email edict.(Direct Marketing Association of United Kingdom)(Brief Article)
March 12, 2004... The DMA (UK) has hit out at EU data protection chiefs who have demanded that companies should gain consent before sending marketing emails to employees of other businesses. The industry body says SMEs could suffer if they are prevented from...

Man Utd kicks off fan lifestyle analysis drive.(Manchester United)(Brief Article)
March 12, 2004... Manchester United, the world's richest football club, is launching a major customer analysis drive to create products tailored to individual fans. The club has appointed relationship marketing specialist Chemistry to analyse the behaviour...

Fiat hits back at reports of Arc Marketing rift.(Brief Article)
March 12, 2004... Fiat has refuted claims that it is ending its relationship with Arc Marketing, following reports that the Italian car giant has put the agency on three months' notice. In a joint statement, Fiat and Arc slammed speculation that the...

Wales Tourist Board plots Big Country e-push.(news)(Brief Article)
March 12, 2004... Wales Tourist Board (WTB) is raising awareness of its Big Country campaign by luring UK holidaymakers with an email drive. Created by Perspectives Red Cell, the initiative will target the board's database of visitors and enquirers. It...

PM Awards nominees revealed.(Precision Marketing)(Response Awards )(Brief Article)
March 12, 2004... Precision Marketing has unveiled the shortlist for the three main categories of the Response Awards 2004. The full line-up is as follows: Agency of the Year: Archibald Ingall Stretton, Claydon Heeley Jones Mason, Craik Jones Watson...

Penny Plain secures management buyout.(news)(Brief Article)
March 12, 2004... Penny Plain, the ladieswear mail order specialist, has undergone a management buyout in a deal that heralds new growth plans for the company. Managing director Nick Oliver led the buyout from founding directors and principal shareholders...

Vauxhall backs TV ads with Corsa viral game.(news)(Brief Article)
March 12, 2004... Vauxhall is stepping up its assault on the small car market with the launch of a viral email campaign. The manufacturer is sending a viral game to 63,000 names on its database to promote the Corsa model. The activity aims to build on a TV...

Telewest lures Net users with brand magazine.(news)(Brief Article)
March 12, 2004... Telewest is rolling out a direct marketing initiative designed to lure Web users from other providers and upgrade them to broadband. The push, which has been devised by Rapier, comprises a magazine to be mailed to prospects. It describes...

Monstermob to roll out weekly competitions.(news)(Mediaprom)(Brief Article)
March 12, 2004... Monstermob, one of the UK's leading mobile phone entertainment content providers, has unveiled its first subscription-based competition service. The move follows its acquisition of specialist competition and gaming business Mediaprom. ...

Nissan taps into TV shows for interactive ad campaign.(news)(Nissan Motor Company Ltd.)(Brief Article)
March 12, 2004... Nissan is launching what it claims are the first interactive ads to reflect the content of the programme around which they appear. The spots, which promote the new Nissan 350Z sports car, will use red-button technology and feature...

Preference Service signs SMS deal with Enpocket.(news)(Brief Article)
March 12, 2004... The Preference Service, the data provider part-owned by Royal Mail, is to sell mobile phone lists to businesses for the first time. The service has signed an 18-month deal with leading mobile marketing solutions provider Enpocket to allow...

Michael Page press offensive targets young.(news)(Brief Article)
March 12, 2004... Recruitment consultancy Michael Page is embarking on a marketing initiative to raise its profile among young professionals. Responsive press ads will appear in a variety of magazines targeting 24- to 40-year-old professionals thinking about...

Channel debut DRTV ads aim to raise profile.(news)(Brief Article)
March 12, 2004... Music and film retailer Channel is making its first foray into DRTV with a campaign to raise its profile and encourage viewers to open an account. The entertainment company, part of the Universal Group, aims to lure viewers with an...

OFT demands action on bogus door sales.(news)(The Office of Fair Trading)(Brief Article)
March 12, 2004... The Office of Fair Trading (OFT) is calling on the Government to tighten up the law on doorstep selling to tackle the increasing number of bogus traders. The OFT estimates that 16,000 bogus trading cases--where consumers are cold-called...

Larter accepts partner role at Tequila\London.(news)(Gina Larter )(Brief Article)
March 12, 2004... Former Grey Direct managing director Gina Larter has joined Tequila\London as managing partner. Larter was formerly at Claydon Heeley Jones Mason as board business director and partnership director. She has worked with clients including...

Levi's to launch girls website to boost data.(news)(Brief Article)
March 12, 2004... Clothing giant Levi's Europe is creating its first relationship marketing strategy for young women by launching an interactive website. The site, www.levis-girls. com, which goes live this week, will act as a conduit to gather data from...

Royal Mail promotes Roche and Rivett.(news)(Brief Article)
March 12, 2004... Royal Mail has promoted head of business development Richard Roche to head of direct marketing sector, and Tim Rivett, former head of media solutions, to head of consumer and small business (PM January 30) following fears they would not find...

Nectar launches redesigned website.(news)(Brief Article)
March 12, 2004... Nectar, the UK's largest loyalty scheme, has launched its new-look website www.nectar.com. The site has been redesigned after extensive consultation with collectors of Nectar points, who will now be able to manage and redeem their rewards more...

Royal Bank of Scotland hands TMW FastPay work.(news)(Tullo Marshall Wa)(Brief Article)
March 12, 2004... Royal Bank of Scotland has appointed Tullo Marshall Warren (TMW) to handle its online and SMS payment system, FastPay, following a three-way pitch (PM February 13). TMW will target businesses and consumers via digital media, with direct mail...

Oxfam extends activity to online book sales.(news)(Brief Article)
March 12, 2004... Oxfam is set to sell books online after partnering with www.abebooks.co.uk, the world's largest online market for secondhand, rare and out-of-print books. The charity's stores will list books on its partner's site, and aims to raise 250,000...

OFT in awareness push for distance selling law.(news)(Office of Fair Trading )(Brief Article)
March 12, 2004... The Office of Fair Trading is launching a leaflet campaign to raise awareness of Distance Selling Regulations among businesses after its research showed many companies are unaware of the law. The regulations are designed to protect consumers...

Camelot hires Billington Cartmell to boost drives.(news)(Brief Article)
March 12, 2004... Camelot is bolstering its roster of direct agencies to support its in-house creative team, appointing Billington Cartmell to enhance campaigns on a project basis. Retained agency Hicklin Slade is responsible for strategy and planning.

Forward makes Louise Johnston marketing head.(news)(Brief Article)
March 12, 2004... Forward, the marketing group specialising in publishing customer magazines, has appointed Louise Johnston marketing director. Johnston was previously Tequila\London managing partner. She also spent several years at Carlson Marketing Group,...

Blood Service shifts online to combat donor shortfall.(news)(Brief Article)
March 12, 2004... The National Blood Service (NBS) is developing its first email database of potential donors to boost low stockpiles of blood. NBS, which requires a daily minimum of 9,000 units of blood, but often fails to reach this level, is teaming up...

Travelodge broadens base with Spanish chain.(news)(Brief Article)
March 12, 2004... Travelodge, one of the UK's leading budget hotel chains, is broadening its customer base by expanding into continental Europe. The company, which is opening 20 UK hotels this year, is launching the brand in Spain. Hotels in Madrid and Las...

Complete management secures expansion buyout.(news)(Brief Article)
March 12, 2004... The management team of Complete, the marketing communications agency which boasts clients including Argos, Homebase and T-Mobile, has secured a buyout with plans to significantly build the business and expand its client base. The move...

US DMA concedes defeat in fight to halt Do Not Call.(international)(Brief Article)
March 12, 2004... New York: The US DMA has admitted defeat over the controversial national Do Not Call register, and ruled out further legal challenges, after losing the latest in a long line of court actions. The association says it will continue to...

Wegener 'nadir' as profits fall 25%.(international)(Royal Wegener )(Brief Article)
March 12, 2004... Apeldoorn, the Netherlands: Dutch media and marketing giant Royal Wegener has announced a steep slide in profits for 2003. Despite an almost 24.8 per cent fall on 2002 profits to 41.6m [euro] (27.8m [pounds sterling]), the group claims it...