Precision Marketing articles from May 2008

Precision Marketing archives from May 2008

Buscombe dismisses opt-in threat.(Baroness Peta Buscombe)
May 2, 2008... The Government's threat to enforce opt-in legislation for all direct marketing campaigns will never be implemented, according to Baroness Peta Buscombe. Buscombe, the chief executive of the Advertising Association (AA), who is also...

Boots reviews direct marketing business.(Boots Company PLC)(Brief article)
May 2, 2008... Boots is understood to be reviewing its direct marketing account. The move would be another blow for incumbent agency Craik Jones, which has recently lost a number of accounts including Land Rover, Orange and First Direct. The agency...

Argos picks up PM Awards Grand Prix.(preciison marketing)(Brief article)
May 2, 2008... Argos has scooped the Grand Prix at the Precision Marketing Response Awards 2008 for The Giant Jar campaign, created by Meteorite. The integrated initiative aimed to drive awareness and acquisition by making consumers realise the range of...

IN BRIEF: UK bucks trend in cybercrime.(Brief article)
May 2, 2008... Cybercrime in the UK has dropped in the first quarter of 2008 by nearly 2 per cent, compared to the same period last year, a new report reveals. While studies show an increase in Web-based threats globally compared to 2007, the UK only hosts...

IN BRIEF: Save the Children hunts direct chief.(Brief article)
May 2, 2008... Save the Children, the global independent children's charity, is on the hunt for a new head of supporter development to manage long term profitability and effectiveness of the charity's communications. This new post will be critical in...

IN BRIEF: Opodo seeks search boost.(Brief article)
May 2, 2008... Online travel company Opodo is ramping up its search marketing activity in a bid to improve its positioning in the online travel sector.The company has appointed The Search Works to manage all of its search engine optimisation campaigns. The...

Rising online complaints push direct mail down ASA hit-list.
May 2, 2008... Direct mail was the fifth most complained about medium in 2007 with 1,623 complaints, moving down from fourth place last year, according to the Advertising Standards Authority (ASA) annual report. Although overall complaints about direct...

Boots hires loyalty and instore bosses.(Boots Company PLC appointing Ruth Spencer and Mike Bradshaw)(Brief article)
May 2, 2008... Boots has appointed a new director of loyalty Ruth Spencer and a new director of instore marketing Mike Bradshaw. Spencer will lead its customer relationship marketing to deliver even greater customer loyalty to Boots from its 15 million...

Loyalty Practice to target finance firms.(Brief article)
May 2, 2008... Hicklin Slade & Partners' loyalty division, The Loyalty Practice, is launching a new offering to help financial services brands drive loyalty to customers. The Practice will assist finance brands in using the FSA's 'Treating Customers...

Cross-industry group seeks CBI backing for green plan.(Brief article)
May 2, 2008... British businesses could soon be able to demonstrate their commitment to the environment with the launch of an initiative being mooted by the Baroness Buscombe-chaired cross-industry body. The National Environmental Pledge will utilise...

Vodafone chief joins mass exodus.(Carolyn Bunting)(Brief article)
May 2, 2008... Vodafone head of relationship marketing Carolyn Bunting is leaving the company as part of the mass redundancy programme which has seen more than 400 jobs axed. Bunting will leave the company at the end of May. Her departure follows the...

BT appoints Ai for risk analysis.(BT appointiong Ai Data Intelligence to develop bespoke consumer scorecards )(Brief article)
May 2, 2008... BT has appointed Ai Data Intelligence to develop bespoke consumer scorecards across its fixed and mobile business. This project is part of a business plan to develop and implement the risk and value offering across the entire business for...

IN BRIEF: Mobile body in global guidelines.(Mobile Marketing Association)(Brief article)
May 2, 2008... The Mobile Marketing Association (MMA) has released a set of global guidelines to encourage the uptake and improve customer experience of the medium. The guidelines incorporate the regional plans produced by the MMA in 2007 to ensure a...

IN BRIEF: Lords push jail for data thieves.(Brief article)
May 2, 2008... The House of Lords is hoping to overhaul the Government's decision not to send data thieves to jail by passing an amendment to the Criminal Justice and Immigration Bill. If it is to become law however the amendment will need to be approved by...

IN BRIEF: 'Unbiased' Web directory launch.(Brief article)
May 2, 2008... A new online business directory has launched with the promise of exposing rogue traders and highlighting best practice. The new site, www.bview. co.uk provides unbiased reviews of over 2 million UK companies and also displays the company's...

TNT Post launches 'eco-mark' scheme.
May 2, 2008... TNT Post is launching a carbon neutral addressed postal service which will allow brands to demonstrate their environmental credentials with a specially developed 'eco-mark'. Brands which want to display the eco-mark on their mailings will...

Greenhalgh returns to Discovery.
May 2, 2008... Richard Greenhalgh has been appointed managing director of EHS Brann Discovery, the data marketing agency within the EHS Brann Group, marking his second spell at the company. Greenhalgh will head up the consultancy that specialises in...

IN BRIEF: Millions hit by mobile spam.(Brief article)
May 2, 2008... Two-thirds of UK mobile phone users have been victims of mobile spam and phishing attacks, according to a survey. The study shows 66 per cent of UK mobile phone users have experienced nuisance messages, attacks designed to steal their...

IN BRIEF: Oxfam bolsters legacy strategy.(Brief article)
May 2, 2008... Oxfam is developing a new legacy strategy to target the 'baby boomer' generation. The charity has appointed fundraising and 'baby boomer' specialist direct marketing agency DMS to develop the programme, aimed at delivering higher levels of...

IN BRIEF: FSA gets tough on data protection.(Brief article)
May 2, 2008... The Financial Service Authority (FSA) has delivered a stern warning to the financial sector to change its attitude towards protecting customers' data. Banks, building societies, insurance firms and financial advisors were all urged to do more...

Kitcatt Nohr recruits digital creative chief.(Kitcatt Nohr Alexander Shaw appointing Graeme Noble as digital creative director )(Brief article)
May 2, 2008... Kitcatt Nohr Alexander Shaw has hired Graeme Noble as digital creative director to bolster its new integrated digital offering. Noble joins the agency from Tullo Marshall Warren (TMW), where he was interactive creative group head. ...

Bird lays into digital marketers.(Brief article)
May 2, 2008... Digital marketers are missing a huge opportunity by ignoring the lessons that have been learned in direct marketing, according to industry guru Drayton Bird. Speaking after his session at this week's International Direct Marketing Fair,...

Viral: Don't fall into the 'Costner trap'.
May 2, 2008... There are two approaches to viral marketing. There are those who apply the same rigour to creative, planning and execution of viral campaigns as they would with more established techniques. And there are those who take the Costner Approach....

DLG secures deal for lead generation firm.(DLG acquiring specialist call centre and lead-generation experts Positive Response)(Brief article)
May 2, 2008... Leading UK lifestyle data provider DLG has acquired specialist call centre and lead-generation experts Positive Response for an undisclosed sum. The company will sit in DLG's new Lead Generation division, set up to address rising demand...

GB unveils bespoke targeting solution.(GB Group)(Brief article)
May 2, 2008... GB Group is launching an online scheme which it claims will allow marketers to develop bespoke communications on an individual level. Dubbed U4C, the product aims to exploit high-value sales windows, which are currently lost due to an...

Cygnus adds goneaway Xpression file.(Brief article)
May 2, 2008... The Software Bureau is boosting its Cygnus Embedded Suppression module by adding data from the Xpression file - formerly the National Suppression file. Originally launched by the DMA in 2000, Xpression in run by The REaD Group. It...

Why is geotargeting shunned for email?
May 2, 2008... A flurry of recent white papers and industry reports has forced commentators to discuss deliverability rates in email marketing like it's the only facet of the medium. But no-one is highlighting the alternative benefits of say Web analytics,...

ANALYSIS: Rise of spam threatens to scupper mobile marketing.
May 2, 2008... With one-third of mobile phone users being affected by spam, concern is growing that mobile marketing could be killed before it has the chance to take off. Is there a solution? Being faced by a barrage of spam when you sign into your...

Direct mail is dead, bring on 3D thinking.(Direct mail advertising)(Brief article)
May 2, 2008... Response rates to direct mail are plummeting. Everyone with Sky+ is fast forwarding through the ads. No-one under 20 watches TV at all, ever. People don't even notice that newspapers carry ads any more, and posters have become mysteriously...

LETTER: UK must put own house in order to fight data abuse.(Letter to the editor)
May 2, 2008... Last week London residents were bemoaning the 'Euro-stink' which had enveloped the capital. But with news of Richard Thomas' latest huffing and puffing over the EU's outdated data laws ('Thomas blasts outdated data laws', PM April 18), I...

LETTER: Natural search is best way forward.(Letter to the editor)
May 2, 2008... There might be a lot of change in the search industry, but I can't foresee a time when Gavin Sinden's prediction of a cost per acquisition model for Google will come true (PM April 18). The PPC model would have to go into serious decline for...

LETTER: Gravy train is being derailed.(Letter to the editor)
May 2, 2008... With the news that Google is changing its trademark policy to allow open keyword bidding on all search terms in the UK and Ireland, it will be interesting to see how both search engine marketing (SEM) agencies and the brands themselves react....

VIEWPOINT: Brand response will rise as economy falls.
May 2, 2008... With belts tightening, many marketers might be tempted to plough the majority of their spend online because it is the cheapest option. But beware the fickle nature of Internet shoppers Recession is a word bandied about all too easily at...

LEADER: Is it time to flog a few miscreants?(Brief article)
May 2, 2008... Lawyers, much like accountants, have never received a particularly good press, and it's not hard to see why both professions make direct marketers feel positively loved by comparison. As the old joke goes: how many lawyers does it take to...

PROFILE: John Lewis' online bible basher.
May 2, 2008... David Walmsley John Lewis' head of Web selling has the task of replicating the retailer's high street operation in the online environment. And with a target of doubling sales to #500m by 2011, he has got his work cut out In today's...

TOP LIST OPERATORS: Moving forward together.
May 2, 2008... Negative press coverage and a raft of hugely embarrassing high profile Government data blunders have not made things easy for the direct marketing industry over the past 12 months. Everyone in the sector must work together to ensure...

DOOR-TO-DOOR MARKETING: Doors of perception.
May 2, 2008... Not all marketing material that hits the welcome mat is made to feel at home in UK households. With direct mail volumes falling though, door drops have the opportunity to achieve stand out David Reed There are no problems, only...

LIST/INSERT FILE: Spectator list up for grabs.
May 2, 2008... The Spectator magazine has appointed McCarthy O'Connor List Outsourcing to handle its database of over 55,000 subscribers. The Spectator is the oldest continuously published weekly magazine in the UK covering political issues, current...

LIST/INSERT FILE: Cotton Traders updates database.(Brief article)
May 2, 2008... Mail order clothing company Cotton Traders has updated its database available for rental through Caspian LDM. The catalogue contains a range of reasonably priced, casual clothes and footwear, aimed at both men and women. There are...

LIST/INSERT FILE: Seton offers names for rent.(Seton Healthcare Group PLC)(Brief article)
May 2, 2008... Seton is releasing its database of buyers for rental through Intermedia Global. The company sells a range of products in the health and safety industries and facilities sectors, including safety signage, workwear, janitorial supplies,...

LIST/INSERT FILE: Kennel Club opens up database.(Brief article)
May 2, 2008... The Kennel Club has made its database available for rental for the very first time through Evolution DM. The international organisation is dedicated to promoting the wellbeing of all dogs, as well as staging events such as Crufts. ...

LIST/INSERT FILE: Entrepreneurial list on offer.(Storesonline.com launches its database)(Brief article)
May 2, 2008... Website Storesonline.com is launching its database for rental through Listlab. The file consists of people who have displayed an enthusiasm in starting and pursuing their own business. They are seminar attendees to an informative and...

MOVING PEOPLE: Syzygy makes round of promotions and hirings.(Brief article)
May 2, 2008... Interactive advertising agency Syzygy has made a raft of senior appointments and promotions. Syzygy has created the new role of head of planning, and appointed Adrian Jarvis, who joins from MRM Worldwide, where he was senior planner. John Jones...

MOVING PEOPLE: Rocket Science appoints operations director.(Greg Garnys )(Brief article)
May 2, 2008... Rocket Science has made its first senior appointment since the company's merger with e.emotion in January, appointing Greg Garnys as operations director. He joins Rocket Science from the Carlson Marketing Group where he was executive board...

MOVING PEOPLE: Maximiles hires Olivier and Newman.(Charl Olivier and Kitty Newman )(Brief article)
May 2, 2008... Maximiles, a leading provider of online marketing services and loyalty solutions, has appointed Charl Olivier and Kitty Newman as operations manager and business development executive. Olivier is responsible for procurement and developing...

MOVING PEOPLE: Fowler takes top role at Alterian.(David Fowler )(Brief article)
May 2, 2008... Alterian has appointed David Fowler as vice president of Deliverability and Privacy. Fowler joins Alterian with over 20 years of experience in the marketing industry, including a focus for the past five years on deliverability. He most...

NICE WORK: Rachel Eddolls.(Brief article)
May 2, 2008... Rachel Eddolls Consultant Jaywing Responsibilities: My job involves data planning, buying and servicing for a large portfolio of clients. This involves audience identification, results analysis and research to source the best and most...

Industry urges ICO to crack whip.(Information Commissioner's Office)
May 16, 2008... The data industry has warned Information Commissioner (IC) Richard Thomas that his new powers to clamp down on rogue firms will be worthless unless he dishes out heavy fines to act as a deterrent. While most people welcome the new powers -...

Standard Life kicks off agency review.
May 16, 2008... Standard Life is hunting for an agency to handle its direct marketing account. The move could potentially include the whole Standard Life Bank division. It has confirmed the review is taking place. The review follows a shake-up in the...

Unicef hires WWAV for global gifts task.(United Nations. Children's Fund)(WWAV Rapp Collins)(Brief article)
May 16, 2008... International welfare charity Unicef has appointed WWAV Rapp Collins to handle its global Inspired Gifts proposition. The virtual gift catalogue has already been trialled in a number of countries, including the UK, but WWAV will now...

IN BRIEF: Postcomm rules out postal cuts.(Brief article)
May 16, 2008... Postcomm, the independent regulator for postal services, has refuted suggestions that it will recommend a reduction in postal deliveries. The regulator has become embroiled in battle with the Daily Telegraph after the newspaper suggested...

IN BRIEF: BA promotes premium airline.(Brief article)
May 16, 2008... British Airways is using digital marketing to promote its new premium airline, OpenSkies. The campaign will use digital marketing techniques, including social media and behaviour-centric digital media and creative. The website is designed to...

IN BRIEF: Archibald lines up move back to Oz.(appointment of Stuart Archibald in O2)(Brief article)
May 16, 2008... Archibald Ingall Stretton managing partner Stuart Archibald will return to his native Australia for part of the year, on the back of the deal with Havas Media to set up an international network. As part of the move, Archibald - who has been...

Natural search still rules as consumer awareness grows.
May 16, 2008... Consumer scepticism is still making Internet users wary of trusting paid search results, according to a new survey. The 2008 Search Attitudes Report, commissioned by search agency Tamar, showed that natural search is still the preferred...

Virgin launches drive for bespoke holidays.
May 16, 2008... Virgin Holidays is launching an integrated campaign, allowing each potential customer to receive targeted holiday ideas. Based around the campaign idea of 'Ask for the World', the direct push is the "world's longest reply card" and gives...

Sega hunts direct agency to handle major CRM account.
May 16, 2008... Games giant Sega (UK) is understood to be seeking a direct marketing agency to handle its CRM account. The company behind Sonic the Hedgehog moved out of the console market in 2002, and now concentrates on producing games. The review...

Volvo launches summer campaign.
May 16, 2008... Volvo is gearing up to launch an integrated campaign to promote its new C70 coupe convertible in time for the summer. The two-pronged campaign, created by EHS Brann Cirencester, includes targeting potential customers as well as...

Dixon takes role at Propaganda.
May 16, 2008... Former EHS Brann executive creative director Lu Dixon has joined Propaganda as creative director. Dixon left EHS Brann in 2005 after being made redundant along with joint executive creative director Trevor Chambers, following a...

IN BRIEF: NSPCC in ChildLine blitz.(Brief article)
May 16, 2008... The NSPCC is launching a door-drop campaign to attract regular donors to help fund ChildLine, the 24-hour helpline for children and young people in the UK. The drive - created by WWAV Rapp Collins London - is being distributed to 200,000...

IN BRIEF: RAF in edgy condom mailing.(Brief article)
May 16, 2008... The Royal Air Force is sending a tongue-in-cheek mailpack containing a condom to 20,000 young men in a bid to increase recruitment levels. The mailpack contains a condom mounted on a card with the strapline: 'Apply to weapon when on...

IN BRIEF: FirstGroup seeks CRM specialist.(Brief article)
May 16, 2008... Transport operating giant FirstGroup is seeking a company to handle its customer management programme across its entire portfolio. The appointed company will be tasked with auditing CRM capabilities across FirstGroup's train and bus operating...

Man Utd hands brief to TBWA\Manchester.
May 16, 2008... Manchester United has appointed TBWA\Manchester to handle its brand marketing account. The agency is set to launch its first piece of work for the club, which will see a total rebrand of its hospitality communications. In addition to...

Sue Ryder aims to raise #150m.
May 16, 2008... Sue Ryder Care, the healthcare charity, is aiming to raise #150m and more than double the number of nursing hours it funds from 4 million to 10 million by 2010. A campaign, entitled the Sunburst Appeal, is the first piece of marketing to...

IN BRIEF: Swift takes ISP top role.(appointment of Annie Swift in Institute of Sales Promotion)(Brief article)
May 16, 2008... The Institute of Sales Promotion has appointed former Centaur Media publishing director Annie Swift as its first chief executive. The role has been created to boost the role of sales promotion within the marketing mix. The search was...

IN BRIEF: Joshua G2 scoops Allianz Insurance.(Brief article)
May 16, 2008... Allianz Insurance has appointed Joshua G2 to handle its direct marketing account. Joshua will be working on the strategic development of the Cornhill Direct business and will be the lead strategic agency for its motor and home direct insurance...

IN BRIEF: Fundraising complaints hit record high.(Brief article)
May 16, 2008... Direct mail has received the highest number of complaints from the public in the year since the Fundraising Standards Board (FRSB) was formed to self-regulate the charity industry. In the last year, direct mail made up 31 per cent of the...

DIGITAL: Ardbeg goes digital for single malt launch.(Glenmorangie Distillery)(Brief article)
May 16, 2008... Glenmorangie has launched an integrated, digitally-led campaign to promote its new whisky from the Ardbeg Distillery, Corryvreckan. The three-pronged initiative, devised by Story, kicks off with a mailing to 40,000 Ardbeg members which...

DIGITAL: Affiliate Window signs up two.
May 16, 2008... The Co-op and Iceland are boosting their investment in affiliate marketing by joining the Affiliate Window network. Both retailers are attempting to reach new audiences by becoming part of a network which also includes Vodafone, Hamleys...

DIGITAL: Crunch ends email 'batch and blast'.
May 16, 2008... According to the media, the UK faces the greatest economic correction since The Great Depression. While newspapers tend to exaggerate to sell more copies, it is clear that the economic outlook for 2008 is not rosy. In tough times, marketing...

DATA: Market Location wins UpMyStreet business.
May 16, 2008... Online information provider UpMyStreet.com has appointed Market Location to provide local business data for its search engine FindMyNearest. The service locates users' closest businesses, such as plumbers and florists, and allows them to...

DATA: SPSS unveils upgrade of data analysis tool.(Brief article)
May 16, 2008... Brand owners are being offered enhanced predictive analytics, allowing them to slash churn and improve customer interaction, with the launch of SPSS Predictive Enterprise Services 3.5. The new platform was unveiled this week, at the...

DATA: Fraudscreen aims for single database.
May 16, 2008... Fraud protection expert Fraudscreen has appointed Blue Sheep to consolidate its dataset into a single database, enabling clients to assess risk in realtime. Blue Sheep won the pitch and will be responsible for populating the database with...

DATA: Data leaves a lot to be desired in digital.
May 16, 2008... Data, data, data. Everyone in digital marketing loves data. All those beautiful ones and zeros, streaming in realtime from websites, banner campaigns, email and all the rest. Sadly some of that data isn't quite as solid as we might hope....

ANALYSIS: Is the DMA doing enough to spread the word?
May 16, 2008... With the latest IPA Bellwether Report indicating tough times ahead for direct marketing, the industry stands accused of being too inward looking This industry is no stranger to being on the backfoot when it comes to consumer perceptions;...

ANALYSIS: Fundraising body receives mixed reception.
May 16, 2008... The Fundraising Standards Board has released its first annual report on the state of the market, but not everyone is convinced it is doing a good job for charities It is just over 12 months since the Fundraising Standards Board (FRSB)...

ANALYSIS: Is postal market liberalisation really working?
May 16, 2008... In the wake of the Government-backed report into liberalisation - and Royal Mail's operating loss of #279m - questions are being raised over the whether the open market is benefiting all Having spent the past two and a half years...

OPINION: Time to stand up and be counted.(Column)
May 16, 2008... My name is Hugh, I'm a direct marketer and I'm proud. No more denial, no more apologies, no more pretentious 'I'm in advertising'. No, I'm in direct marketing and I'm proudly shouting it from the rooftops, morning to night. At Costa...

LETTER: Buscombe's words spark a high stakes poker game.(Letter to the editor)
May 16, 2008... Sifting through the trade press to see which stories are real news and which have their origins in the dark arts of PR is always an interesting hobby. Having spent some time in publishing maybe I'm more cynical than most, but it's always good...

LETTER: Industry must sharpen up.(Letter to the editor)
May 16, 2008... Baroness Peta Buscombe is correct in recognising that the direct marketing industry must become more 'focused, targeted and relevant' (PM May 2). As well as ensuring the right message gets to the right audience, the industry needs to...

LETTER: The importance of hosting.(Letter to the editor)
May 16, 2008... As businesses, and particularly small and medium-sized businesses, rely increasingly on the Internet for core business functions (e-commerce websites, email, hosted applications etc), any interruption in service is a huge concern. In...

VIEWPOINT: Why complaints are nothing to moan about.
May 16, 2008... With the publication of the Fundraising Standards Board's first annual report, how are we to interpret the fact that so many complaints were made against marketers operating in the sector? Now we have the first annual report of the FRSB,...

LEADER: The joys of running an industry body.
May 16, 2008... Heard the one about the trade body whose entire membership were happy with the way it promoted its industry? Funnily enough, nor have I, although as anyone who has ever worked at a trade body will tell you, it can be a thankless task. ...

Creative Critique: 16.05.08.
May 16, 2008... INT: A cramped office in a start-up called Ruby - somewhere in Soho Featuring: Matthew Davis as The Creative Partner (CW) Richard Megson as The Creative Partner (AD) NSPCC Agency: WWAV Rapp Collins Copywriter: Barney...

PRINTING: Don't stop the press.
May 16, 2008... Digital print may once have been viewed as something of an expensive luxury, but marketers are beginning to understand that impact is often more important than cost How much would it cost you not to use digital print for your next direct...