Precision Marketing articles from May 2004

Precision Marketing archives from May 2004

EBay falls victim to email credit card fraudsters.(Brief Article)
May 7, 2004... Online auction site eBay has been rocked by an email scam to dupe consumers into revealing their credit card details. The hoax email has been sent to names on eBay's 6.2 million-strong UK-registered database. A link takes individuals to a...

C4 show sparks industry uproar.(Channel 4)(Brief Article)
May 7, 2004... Channel 4 has been inundated with complaints from Royal Mail staff following its controversial Dispatches programme Third Class Post. The show exposed what the channel claimed to be a "damning catalogue of skiving workers and criminal gangs...

Government slams call centre service.(Brief Article)
May 7, 2004... The Government has admitted poor customer service is shackling the UK call centre industry, following the publication of a much-anticipated report. The UK Contact Centre Industry: A Study--an independent report commissioned by the...

Bill to outlaw door-step techniques collapses.(Brief Article)
May 7, 2004... The door-to-door sales sector has breathed a collective sigh of relief following the failure of a Bill calling for a ban on cold-calling for property maintenance and repairs (PM March 12). Andrew Robathan MP's private member's Property...

Age concern hands legacy drive to target.(Brief Article)
May 7, 2004... Age Concern is shaking up its direct strategy to gain a deeper understanding of donors and develop legacy fundraising campaigns. The charity has hired Target Direct to revamp legacy work, which accounts for 70 per cent of donated income. It...

London business group hunts for marketing chief.(news)(Brief Article)
May 7, 2004... The London Development Agency (LDA) is seeking a flew head of marketing to oversee future initiatives and raise the profile of the brand. The successful candidate will cover all aspects of the marketing mix, including direct channels. The...

Affiliate marketing spend to soar.(news)(Brief Article)
May 7, 2004... Affiliate marketing, one of the most direct forms of online advertising, is expected to more than double its turnover by the end of the year. The total value of sales generated through affiliated networks is predicted to reach 600m [pounds...

Biggins joins DLKW as Tequila boss exits.(news)(Paul Biggins )(Brief Article)
May 7, 2004... Former Tequila chief Paul Biggins has joined DLKW Dialogue as chief executive amid the agency's plans to take on more promotional marketing and develop its direct and digital offerings. The move comes as Tom Wass, founder of Tequila--which...

Penguin lures men with 'seduction' strategy.(news)(Brief Article)
May 7, 2004... Penguin Books is targeting young men for the first time in a bid to persuade them that men who read books are more attractive to women. The initiative is being used to build a relationship with a male audience and encourage them to read...

Thresher plans raft of print media activity.(news)(Thresher Group)(SP Partnerships )(Brief Article)
May 7, 2004... Thresher Group, one of the UK's largest off-licence chains, is planning a major responsive press blitz and is seeking a host of print media partners. Thresher, which operates around 2,000 stores nationwide, has appointed promotional...

Red Cross tells true stories in integrated push.(news)(Brief Article)
May 7, 2004... The British Red Cross is backing Red Cross Week with a major campaign promoting its humanitarian work during, and since, World War II. Focusing on the theme 'I owe my life to the British Red Cross', the campaign uses real-life stories to...

Ebookers appoints Agency Republic for major assault.(news)(Brief Article)
May 7, 2004... Pan-European online travel and leisure specialist Ebookers has appointed Agency Republic to handle its integrated marketing account. The news comes as the company prepares to embark on an aggressive digital marketing strategy in the run-up to...

Consumer spending rise to boost direct industry.(news)(Brief Article)
May 7, 2004... Consumer spending growth is expected to increase by nearly 5 per cent by the end of the year, delivering a welcome shot in the arm to the direct marketing industry. Data specialist Experian forecasts accelerated spending growth, with the...

One account in home improvement mail drive.(news)(Brief Article)
May 7, 2004... The One Account aims to lure customers from other mortgage providers by highlighting how much they could save on home improvements. The push, which comprises a mailing to homeowners who have applied for, or been granted, planning permission...

Interbrew plans Draught Bass loyalty scheme.(news)(Brief Article)
May 7, 2004... Interbrew is developing a major loyalty programme to drive sales of premium ale Draught Bass and build a database. The scheme, being developed by The Marketing Store and communications company EWA, rewards licensees for stocking the brand....

Multi-partner loyalty scheme opens in UK.(news)(Brief Article)
May 7, 2004... Visible Results, a hi-tech loyalty card scheme, is launching in the UK after running in the US, Australia and New Zealand for seven years. Using patented technology, the credit card-sized card allows holders to see how many points they have...

Prolog director Smith departs after ten years.(news)(Guy Smith)(Brief Article)
May 7, 2004... Prolog commercial director Guy Smith has left the outsourcing company after ten years. He will be replaced by Ian Dignum, who is promoted to the board, and becomes the director responsible for sales development. Dignum joined from...

Redcats hands offline account to MediaCom.(news)(Redcats UK )(Brief Article)
May 7, 2004... Redcats UK has appointed MediaCom to handle its multimillion-pound offline media planning and buying accounts for mail order businesses Empire Store, The Store, Daxon, La Redoute and VertBaudet. The work will be divided between new agency...

Bennetts rolls out racey viral push.(news)(Brief Article)
May 7, 2004... Motorbike insurer Bennetts is embarking on its first viral email campaign to boost its database. The risque game, created by Dig For Fire, runs with the strapline: 'You can't beat a good jump'. Players must try to clear a line of buses and...

DMA (UK) celebrates first excellence awards.(news)(Direct Marketing Association )(Brief Article)
May 7, 2004... Joshua was among the winners at the first DMA (UK) Excellence awards, picking up an accolade for people development. Intelligent Print Solutions received the customer service award, while Our Lasting Tribute won the gong for innovation. A...

Kitcatt Nohr to handle Virgin Holidays initiatives.(news)(Brief Article)
May 7, 2004... Virgin Holidays has chosen integrated agency Kitcatt Nohr Alexander Shaw to handle its 3m [pounds sterling] ad and direct marketing accounts, following a pitch originally involving six agencies. The agency will be tasked with driving sales,...

Honda builds Webcam dialogue into iTV drive.(news)(Brief Article)
May 7, 2004... Honda is developing interactive TV ads that will enable consumers to speak directly to a showroom dealer from their front rooms, using a Webcam. The Japanese car company says its use of live communication through red button technology within an...

RAC reverts to outsourced direct activity.(news)(Brief Article)
May 7, 2004... The RAC is seeking a direct marketing agency to handle its 10m [pounds sterling] account, only a year after bringing the work in-house. The organisation had previously worked with WWAV Rapp Collins. The review is being overseen by RAC Customer...

Mencap in mail drive to tackle healthcare bias.(news)(Learning Disability Week )(Brief Article)
May 7, 2004... Mencap, the charity which works with the 1.5 million people in the UK with learning disabilities, and their families and carers, is launching a direct marketing appeal to support an awareness week. Learning Disability Week runs from June 21...

Hyundai shakes up insight to target key buying times.(news)(Brief Article)
May 7, 2004... Hyundai is overhauling its entire customer relationship strategy as it prepares to embark on its most sophisticated insight programme to date. The Korean car manufacturer will put into place a relationship marketing system that will focus...

Bupa International rolls out expats offensive.(news)(Brief Article)
May 7, 2004... Bupa International is launching a direct response campaign to promote its range of insurance products to expatriates. The responsive online and press initiative also aims to raise general awareness of the brand. It is the first to be...

Royal Liver launches division to boost IFA support.(news)(independent financial advisers)(Brief Article)
May 7, 2004... Royal Liver Assurance is developing a new division aimed exclusively at independent financial advisers (IFAs) to encourage uptake of its products among consumers. The arm has not yet been named, but is being drawn up in conjunction with...

Deutsche Post completes takeover of Interlanden.(international)(Royal Wegener)(Brief Article)
May 7, 2004... Apeldoorn, the Netherlands: Deutsche Post has bought Royal Wegener's remaining 30 per cent stake in Interlanden, the unaddressed mail distributor. Wegener sold 70 per cent of Interlanden to the German postal operator in 2002. ...

US spam porn laws under attack.(international)(Brief Article)
May 7, 2004... Washington DC: Pressure groups are warning that government plans to stem the tide of pornographic spam flooding the nation's inboxes may not be enough. The Federal Trade Commission (FTC) has outlined rules, to come into force on May 19,...

Wanadoo hires ClarityBlue to bolster user insight.(international)(Brief Article)
May 7, 2004... Amsterdam: Wanadoo, the Internet service provider (ISP) that recently rebranded from Freeserve, is overhauling customer insight to improve user relations. The ISP has followed sister company Wanadoo UK in hiring customer intelligence...

Germany needs a neutral grasp.(international)
May 7, 2004... Hamburg: Media-neutral planning and media integration are both buzz terms flying around in the marketing world at the moment, but how much of it is just talk, and how much is really being put into practice? FCBi Germany recently conducted...

Can direct marketers exploit sponsor deals? As the upcoming Euro 2004 attracts a bulging portfolio of sponsors, and provides the theme for other marketing activity, Sarah Balmond asks whether brandowners are making the most of data-capture opportunities.(news analysis)
May 7, 2004... A nail-biting summer awaits avid sports fans, with the Athens Olympics, Euro 2004 football championships, Wimbledon, the Ryder Cup and cricket's ICC Champions Trophy all set for the small screen. The plethora of popular global events is...

Sleeping giants rise to challenge: having launched tirades against direct marketing agencies, the hotel industry is finally waking up to the value of customer insight that can be achieved through on- and offline data capture.(news analysis)
May 7, 2004... The hotel industry has not been reticent about accusing direct agencies of letting it down. As recently as 18 months ago, former De Vere Hotels sales and marketing manager Bill Gosling claimed: "Agencies' offerings are below average, just like...

Collapse of 'big tent' puts united front in jeopardy.
May 7, 2004... Listening to ISBA president and Cadbury Schweppes chairman John Sunderland speak at a recent IPA lunch, I was struck by his rallying call for the marketing communications industry to work together on the many challenges facing us all. His...

Consumers' appetite for loyalty cards still strong.(letters)(Letter to the Editor)
May 7, 2004... Although the story on customer disillusionment with loyalty cards (PM April 9) paints a bleak future for retailers using these schemes, there is still evidence of strong relationships between consumers and retail brands being influenced by...

Upturn danger to job prospects.(letters)(Letter to the Editor)
May 7, 2004... Following several extremely difficult years, the service sector is showing signs of recovery. The forecast increase in business volumes is the most positive for some time. But this increase in commercial confidence is prompting a large n umber...

Phased approach key to winning over high-value decision-makers: targeting small groups of high-spending buyers often requires a phased direct mail strategy where the hard facts are saved until last to increase their impact.(comment)
May 7, 2004... When a clear strategy is followed, big-volume direct mail can return impressive results. But targeting just five key decision-making buyers in a high-value, low-purchase frequency market is a different story altogether. It requires focused...

Invest to fight Indian threat.(letters)(Letter to the Editor)
May 7, 2004... UK call centres are facing tough competition from offshore operators, and must move quickly to stem what may at the moment be seen as a trickle of work to India and the Far East from becoming a flood. And how is this to be achieved? The way...

List study uses wrong criteria.(letters)(Letter to the Editor)
May 7, 2004... How disappointing it was to read through your List Operator Survey (PM April 23) and see that, after the best efforts of our industry to shake off the 'junk mail' image, you rank companies by the number of names and addresses traded. ...

Sponsors eye glittering prize.(leader)
May 7, 2004... The marketing and advertising community--led by WPP chief Sir Martin Sorrell--has been pinning its hopes on this summer for nearly two years. Then again, you'd have to be pretty inept not to attract some extra marketing spend in a period that...

Creative critique.
May 7, 2004... Louise Hart, creative consultant (formerly creative partner at Boy Meets Girl) This batch of work features more aphorisms than a US presidential election. Anyway, I thought I'd blind you with words so that you forget this page probably...

Street mapping: advances in profiling and mapping technology are allowing door-to-door campaigns to become far more tightly targeted. David Reed explains why planners must be kept in the loop.(special report: door-to-door marketing)
May 7, 2004... HOW MANY PEOPLE DOES IT TAKE to deliver a lightbulb? It is a question electrical goods manufacturer Philips might have asked when it wanted to test its new Softone range. In a remarkable application of the 'knock-and-drop' mechanic, it left...

Divided loyalty: while customers may be easily bought with offers and incentives, they can just as abruptly depart when the bargains run out. If instant rewards are not the answer, Ben Massey asks what genuine, lasting relationships are built on?(Special report: loyalty marketing)
May 7, 2004... AT A TIME WHEN loyalty programmes are at their most popular, reward points are gushing from every outlet, and an unprecedented amount of time and money is being spent on currying consumer favour, it is strange to think that many businesses...

Magnetic Health sells buyer file.(list file)(Brief Article)
May 7, 2004... Magnetic Health Buyers is releasing its file of 34,445 mail order buyers through Avongate. The company sells a range of magnetic products--including bracelets and necklaces, shoe insoles, pillows and beds--that are designed to alleviate...

Cash Call puts list on market.(list file)(Brief Article)
May 7, 2004... Cash Call, which distributes millions of scratchcards throughout the UK, is offering its file of 612,420 names through Avongate. Potential players are recruited through consumer and TV listings magazines and national newspapers. Some 61 per...

Platts Energy reveals subs.(list file)(Platts Energy Business & Technology )(Brief Article)
May 7, 2004... Platts Energy Business & Technology is releasing its subscriber list through Mardev. The business combines Energy IT's cutting-edge reporting with Global Energy Business' corporate finance, industrial trends, energy policy and strategic...

Puzzler adds 84,766 names.(list file)(Brief Article)
May 7, 2004... Puzzler, which markets puzzle books through newsagents, is releasing its updated list with 84,766 new names--through Cheryl Nathan List Broking. Puzzler sells books priced between 1.40 [pounds sterling] and 1.99 [pounds sterling]. Many...

Eximious offers purchaser file.(list file)(Brief Article)
May 7, 2004... Eximious is unveiling buyers from its catalogue and London outlet through Mokrynski International. It is best known for its range or monogrammed luggage and accessories, for which a royal warrant is held. Both the catalogue and shop...

2Touch adds Duncan Marrison to sales team.(moving people)(Brief Article)
May 7, 2004... Sunderland-based call centre and marketing services fulfilment company 2Touch has appointed Duncan Marrison to its sales team. He will be charged with developing and expanding the client base.

192.com appoints new marketing director.(moving people)(Brief Article)
May 7, 2004... 192.com has hired Jean Parodi as marketing director. As former marketing director of Iglu.com, Parodi joins with a wealth of experience in driving awareness of leading online services. He is charged with taking a clear message to directory...

Database Group selects senior data analyst.(moving people)(Brief Article)
May 7, 2004... The Database Group has appointed Peter Kirk senior data analyst to support the growing customer insight team. His remit is to focus on commercial data analysis with financial services clients. Managing director Mike Wass comments: "More than...

Kodak names Barbara Pellow marketing chief.(moving people)(Brief Article)
May 7, 2004... Barbara Pellow has joined Kodak as chief marketing officer and vice-president of Commercial Printing. She has more than 20 years' experience in digital printing and publishing, with a variety of companies and organisations. Pellow will be...

Nice work: ... is a monthly column dedicated to those people who are happy at work. Don't think it's possible? Read on.(Brief Article)
May 7, 2004... Name: Jane Arscott Company: Loans.co.uk Department: Marketing Job title: Marketing officer Responsibilities: My role is varied. I'm involved in all aspects of the marketing and PR strategy, from ideas through to completion....

Taking it easy has never been so hard.(diary)
May 7, 2004... Why does it always rain on us? Yep, you've guessed it, Mr Diary is still out for the count, so it's Ms Diary here again. Although, to be honest, after all the strawberry bellinis we downed during the Bank Hols, we're feeling a bit more like...

Forthcoming events.(diary)(Calendar)
May 7, 2004... The Institute of Direct Marketing (IDM) is hosting two-day Internet marketing course Getting & Keeping Customers Online. It offers Internet marketing tips, tools and techniques to increase website traffic and encourage customers to return. The...

No more Mr Nice.(Soundoff: hunter's tale)(Brief Article)
May 7, 2004... Surely now, after that devastating TV attack, Royal Mail must get its house in order. I've lost count of the stuff I've had disappear once in the trustworthy hands of Her Majesty's postal service: mobile phone intercepted with huge porn...

Mind appoints Bluefrog to lead donor support.(Brief Article)
May 21, 2004... Mental health charity Mind has appointed Bluefrog to handle its donor development work following a three-way pitch against undisclosed agencies. Bluefrog has managed Mind's face-to-face fundraising recruitment activity and strategy for a...

Harman set to head Rmg:Black Cat.(Brief Article)
May 21, 2004... Rmg:Black Cat has appointed Jonathan Harman chief executive to spearhead the agency's growth. He moves from Claydon Heeley Jones Mason, where he was managing director. Herman is not expected to join the agency until the autumn. His move...

Mann to take helm at Tesco Clubcard.(Brief Article)
May 21, 2004... British Gas marketing chief Andrew Mann is poised to join retail giant Tesco to spearhead its Clubcard loyalty programme and fight off arch-rival Nectar. The appointment crones as the retailer is reported to be revamping the scheme to...

Chase Children's Hospice takes on Watson Phillips Norman.(Brief Article)
May 21, 2004... Chase Children's Hospice Service has appointed its first direct marketing agency in an attempt to boost its coffers with new donors. Chase, which is dedicated to children who are not expected to reach their 19th birthdays, has appointed...

Wegener hires lamb to bolster database team.(Brief Article)
May 21, 2004... Wegener Direct Marketing has poached REaD Group business data chief Tony Lamb, to oversee the launch of new products and boost data files. Lamb joins as group data delivery director, and will manage Wegener's database analysts and...

Slim-Fast links up with Boots to draw dieters.(news)
May 21, 2004... Slim-Fast, the Unilever-owned diet brand, is embarking on a major relationship marketing drive to boost registration. Direct marketing agency Chemistry Communications Group has been appointed to roll out the programme on the back of a...

Fruitful to rescue rival outfit Push.(news)(Fruitful Fundraising)(Brief Article)
May 21, 2004... Fruitful Fundraising, one of the UK's leading face-to-face agencies, is helping to rescue beleaguered rival Push Consultancy and is expected to make a takeover bid for the company. Following the collapse of investment negotiations with a...

141 lands Kodak as restructure looms.(news)(Brief Article)
May 21, 2004... Kodak has appointed 141 Worldwide to a global brier amid speculation that the integrated agency is plotting a major structural shake-up. Although 141 is understood to have ruled out a merger with WPP Group-owned sister agency OgilvyOne (PM...

VisitBritain taps nostalgia for England drive.(news)(Brief Article)
May 21, 2004... VisitBritain is rolling out a nostalgic test campaign for its Enjoy England brand to encourage people to travel to the country. The initiative, which has been devised by SMP, will feature mailings promoting England to British people. They...

ScreenSelect in high street push to boost rentals.(news)(Brief Article)
May 21, 2004... ScreenSelect, one of the UK's leading DVD online rental companies, is bolstering awareness with its biggest responsive partnership marketing initiative. The company, which offers over 20,000 DVDs at www.screenselect.co.uk, is embarking on...

UIA launches customer mag to build links.(news)(customer magazine entitled Affinity)(Brief Article)
May 21, 2004... UIA Insurance, the specialist affinity insurer for the not for profit sector, is launching a customer magazine entitled Affinity to boost customer retention. Designed to highlight UIA's principled insurance approach, it is being sent to...

Harley-Davidson embraces cinema ads in direct assault.(news)(Brief Article)
May 21, 2004... Harley-Davidson is revving up its marketing mix In include response-led UK cinema ads for the first time, with the aim of increasing its customer database and encouraging more test-drives. The company says the change forms part of its...

Australia drives tourists online to 'build emotion'.(news)(Brief Article)
May 21, 2004... The Australian Tourist Commission (ATC) is embarking on a direct marketing blitz as part of its integrated 150m [pounds sterling] global marketing campaign to boost tourism to the Antipodes. The federal travel body is overhauling its brand...

Smart gears up for mainstream model launch.(news)(Brief Article)
May 21, 2004... Smart UK is gearing up for an extensive customer management initiative that will pave the way for the launch of its Forfour marque. The push, devised by Rapier, will see emails and mailings sent to existing and prospective owners, inviting...

National Deaf Child Society rejigs targeting.(news)(The National Deaf Child Society)(Brief Article)
May 21, 2004... The National Deaf Child Society (NDCS) is modernising its donor targeting techniques--as part of plans to increase fundraising effectiveness. The charity is currently testing a new donor selection service tool, developed by Experian, to...

Proximity London top PM Awards nominations list.(news)(Brief Article)
May 21, 2004... Proximity London heads the list of finalists for the Precision Marketing Response Awards 2004, with the agency securing five nominations. It is followed in the ranking by Craik Jones Watson Mitchell Voelkel and Tullo Marshall Warren with...

DMA slams 'misleading' BBC programme.(news)(Brief Article)
May 21, 2004... The DMA (UK) has hit out after BBC consumer show Brassed Off Britain's expose on 'junk mail' last week. The trade body says it was 'exceptionally disappointed with the BBC's misleading and biased portrayal of the direct mail industry' and...

Liquorice retains Eurotunnel retail account.(news)(Brief Article)
May 21, 2004... Eurotunnel has reappointed London-based marketing agency Liquorice following a six-way pitch for its retail business. The agency, which also has an office in Sydney, is to devise and implement a summer retail campaign targeting families. The...

10th anniversary treasure hunt for Boomerang.(news)(Brief Article)
May 21, 2004... Boomerang Media, the postcard ads company, is celebrating its tenth birthday by launching a national treasure hunt for a diamond-encrusted gold boomerang worth more than 50,000 [pounds sterling]. Clues to its location will be revealed by free...

New md for interfocus as Zandonati departs.(news)(Brief Article)
May 21, 2004... Interfocus has promoted Stuart Leach to managing director from head of strategic planning. Chief executive Chris Zandonati has quit to pursue other interests. The branding specialist has also hired David Paul Jones, Euro RSCG London's finance...

EU compromise on prize draw draft.(news)(Brief Article)
May 21, 2004... The UK sales promotion industry is breathing a sigh of relief after European chiefs decided to compromise on plans to make marketers running prize-draws give an equal amount of prize money to charity. A new draft directive is to be voted on by...

British Red Cross in D-Day mailing assault.(news)(Brief Article)
May 21, 2004... The British Red Cross is unveiling a mailing campaign to commemorate the 60th anniversary of D-Day. The pack, created by WWAV West, uses the theme 'During World War Two, no one in need was alone'. The charity is sending the creative...

Wall's launches 'flirt' MMS campaign to push Cornetto.(news)(Brief Article)
May 21, 2004... Wall's is launching its first picture and text messaging campaign for Cornetto in a bid to reinvigorate the brand. The Unilever-owned frozen foods division is stepping up its mobile marketing efforts for the venerable ice cream to increase...

Western Union boosts loyalty via competition.(news)(Brief Article)
May 21, 2004... Western Union Financial Services is embarking on a direct marketing blitz in a bid to boost loyalty and build its customer database. The First Data Corporation subsidiary, which specialises in money transfer services, is launching a...

Trek Bikes devises Armstrong Tour de France offer to capture data.(news)(Brief Article)
May 21, 2004... Cycling enthusiasts will have the chance to ride with Tour de France champion Lance Armstrong in a pan-European data-capture campaign for Trek Bikes Corporation. The company was set up in the US in the Seventies, and flow provides...

Washington approves US postal reform proposals.(international)(The Postal Accountability and Enhancement Act)(Brief Article)
May 21, 2004... Washington, DC: The US moved a step closer this week to postal reform when a House of Representatives committee unanimously approved measures to revamp the system. The Postal Accountability and Enhancement Act is expected to give greater...

Levene joins Betfair as Asia chief.(international)(Brief Article)
May 21, 2004... Hung Kong: Betfair, one of the world's leading betting exchanges, has appointed Tim Levene managing director of its Asia division to spearhead a rapid international expansion policy. Levene joined Betfair in 2001 as a result of a merger...

NZ government embarks on review of spare threat.(international)(Brief Article)
May 21, 2004... Wellington: The New Zealand government is inching towards legislation to combat spam emails with the launch of a discussion paper reviewing the issue. The document. Legislating against spam, lays out the questions the government believes...