Precision Marketing articles from November 2003

Precision Marketing archives from November 2003

Elvis takes stage with big clients beneath its belt.(Brief Article)
November 7, 2003... P&O Cruises, Radio Times and Mitchells & Butlers' O'Neills pub chain are the founding clients of start-up agency Elvis, which launched this week. The below-the-line specialist, set up to handle a range of direct marketing including direct...

MBO in DLCF merger to boost clout.(Brief Article)
November 7, 2003... Direct marketing agencies MBO London and DLCF have merged to create a new media-neutral shop Langham Works. The deal combines the financial clout of the two agencies, which together already have a turnover of over 5m [pounds sterling]. ...

118 lines flounder in Which? Investigation.(Brief Article)
November 7, 2003... Almost three quarters of the new 118 directory enquiry services are not able to answer calls correctly, according to a Which? call centre investigation. Some 16 directory enquiries services were contacted five times each by the watchdog...

Public gains appetite for cause-related drives.(Brief Article)
November 7, 2003... Cause-related marketing, including direct campaigns, is becoming increasingly popular with consumers, according to new research. The study, carried out by Business in the Community, found 83 per cent of consumers have participated in at...

Meader leaves QAS short of UK marketing head.(Brief Article)
November 7, 2003... Global address management software group QAS is without a UK marketing director after Catherine Meader walked out. It is understood that Meader, who has been with the company for ten years and held the board position of marketing director...

Claritas revises lifestyle data for multimedia use.(news)(Brief Article)
November 7, 2003... Consumer information giant Claritas UK is planning to reposition lifestyle data as a 'multichannel activity' to assist clients embarking on highly targeted campaigns. The company is rolling out a multimedia data acquisition plan in...

Ex-Highbury duo launch Evolution.(news)(James Brown and Nigel Smart ti launch management and broking company Evolution DM)(Brief Article)
November 7, 2003... List and insert industry figures James Brown and Nigel Smart are joining forces to launch specialist management and broking company Evolution DM. Brown and Smart left Highbury Direct Media this year, and have been setting up the new...

EuroDirect concedes EU Directive blunder.(news)(Brief Article)
November 7, 2003... Data giant EuroDirect has backtracked on its interpretation of the EU Electronic Communications Directive after an ad was branded 'misleading'. The company--owned by the Skipton Group--received the rebuke after the Advertising Standards...

O2 Home eyes young in integrated offensive.(news)(Brief Article)
November 7, 2003... Mobile giant O2 is stepping up the pressure on rivals by rolling out an integrated campaign to promote its latest offering. The drive offers 4p 'bolt on' texts to consumers as part of the O2 Home programme. It targets 16- to 25-year-olds...

Nivea rolls out viral game for men's product.(news)(Brief Article)
November 7, 2003... Cosmetic giant Beiersdorf UK is launching a viral game to promote its new Nivea For Men Oil Control range. The company aims to raise awareness and boost sales. The game, which has been devised by Skive Creative, targets 16- to...

Mitsubishi tests email for family motors assault.(news)(Brief Article)
November 7, 2003... Mitsubishi Motors is embarking on a major email test campaign to generate test-drives for its model portfolio. The automotive giant, which this year rolled out its first Internet launch (PM May 16), is sending emails to a variety of lists...

Cornhill Direct Life hands TV buying brief to John Ayling.(news)(Brief Article)
November 7, 2003... Cornhill Direct Life has handed its TV and media buying account to John Ayling & Associates following a final two-way pitch against incumbent Intermediate. The successful agency was previously responsible for press activity. Its remit has...

Media agency trio launch direct response specialist.(news)(Brief Article)
November 7, 2003... Direct response media specialist Poem launched this week as an umbrella agency for three media shops wanting to 'take on the big boys'. The company has been formed by the founders of media agencies Pimedia, Orca Media and Ekay, which...

Renault launches Megane voucher mailshot.(news)(Brief Article)
November 7, 2003... Renault is gearing up for a direct campaign to support the launch of Megane marques the Sport Tourer and Sport Saloon by encouraging test-drives. The initiative, devised by Publicis Dialog, comprises mailings to customers and prospects...

Smirnoff Red in viral interactive film trailer push.(news)(Brief Article)
November 7, 2003... Smirnoff Red is targeting a viral email campaign at its relationship marketing database to build brand affinity. The initiative has been devised by direct marketing agency Tulle Marshall Warren (TMW) and new media division digitalTMW for...

BA gives holiday site user-friendly revamp.(news)(Brief Article)
November 7, 2003... British Airways is overhauling its tailor-made holiday service as it seeks to take a greater slice of the market. BA is revamping its BA Holidays website following extensive customer research, ongoing focus groups and competitor analysis....

DMA shortlists awards finalists.(news)(Direct Marketing Association )(Brief Article)
November 7, 2003... A total of 32 gold awards will be handed out at this year's DMA (UK) Awards in association with Royal Mail. An expert panel of over 200 judges, chaired by Royal Mail chief executive Adam Crozier, has whittled down the entrants to a list of...

Former Claritas chiefs launch indie data outfit.(news)(Brief Article)
November 7, 2003... Three former directors of data provider Claritas are joining forces to launch independent data solutions company Datalytics. The company will be headed by Stuart Broughton, Stuart Hopwood and Alan Tomlinson, all former directors of...

Postal chiefs meet to strike deal.(news)(Brief Article)
November 7, 2003... Royal Mail and Communication Workers Union bosses were continuing to thrash out pay-related issues as Precision Marketing went to press, in an attempt to prevent further strike action. There are expected to be two-week delays in current...

Wright quits Institute of Marketing role.(news)(Brief Article)
November 7, 2003... Chartered Institute of Marketing head of marketing and communications David Wright is leaving amid an internal reorganisation spearheaded by new chief executive Peter Fisk. Fisk's bid to modernise the organisation has led to a number of...

Clerical Medical assesses direct requirements.(news)(Brief Article)
November 7, 2003... Clerical Medical is in talks with direct marketing agencies as it considers whether to appoint a permanent direct consultancy and selling direct to customers. The pensions and investment group does not currently retain a direct agency.

Hogg to head business development at Billington.(news)(Brief Article)
November 7, 2003... Former 141 business development director Vanessa Hogs has been appointed to the same role by integrated communications agency Billington Cartmell. She says: "This is an exciting time to be joining. The calibre of the team is second-to-none."

Tesco.com pushes home shopping to young.(news)(Brief Article)
November 7, 2003... Tesco.com is embarking on a direct campaign for its home shopping service to encourage young professionals to try the service. The initiative comprises a mailing, created by EHS Brann, featuring a young couple trying to persuade each other to...

Famous Grouse launches e-coupon initiative.(news)(Brief Article)
November 7, 2003... Premium Scottish whisky brand Famous Grouse is launching an online coupon promotion through wishvalue, the direct-to-consumer coupon portal owned and operated by NCH Marketing. The offer will enable 1,250 of wishvalue's 54,000-strong names to...

DMA Awards 2003: in association with Royal Mail.(news)
November 7, 2003... Category finalists: agencies with their clients MARKETS IT Harrison Troughton Wunderman IBM Global Services Harrison Troughton Wunderman IBM Draft London ...

US DMA seeks permanent tax-free online access bill.(international)(Department of Management and Administration)(Brief Article)
November 7, 2003... Washington DC: The US DMA has called on senators to speed up the passage of a bill to renew the Internet tax moratorium, which expired this week. The Internet Tax Freedom Act, which ran its course on November 1, prevented the Government...

Swedish publisher buys D&B arm.(international)(Dun & Bradstreet Scandivia)(Brief Article)
November 7, 2003... Scandinavia: Swedish publishing group Bonnier Business Information (BBI) has bought business and credit information specialist Dun & Bradstreet (D&B) Scandinavia for 25m [pounds sterling]. The deal bolsters BBI's position as a leading...

Alzheimer's group embarks on rebranding offensive.(international)(Alzheimer's Association)(Brief Article)
November 7, 2003... Chicago: The Alzheimer's Association is rolling out one of its biggest direct marketing campaigns to date as part of an integrated rebranding strategy. The charity is committing $15m (8.9m [pounds sterling]) of its $20m (11.8m [pounds...

Aussie image is today outdated.(international)
November 7, 2003... Melbourne: In the week when George Bush and Chinese President Hu came to town, and teams from 20 nations got the Rugby World Cup into full swing, it seemed appropriate that the Australian advertising industry had a debate about losing the...

Can new breed of UK 'social' agency thrive? Social Republic's birth could spell the rebirth of social marketing. But while the service and packaged goods sectors could stand to benefit, will major charities really choose the medium as a unique offering?(news analysis)
November 7, 2003... Like many trends, social marketing has fallen in and out of fashion on a cyclical basis. The concept was hatched in the 1970s as the application of marketing to help solve social and health problems. But in recent years advertising and...

Galleries tighten grip on capital: with London's art galleries relying heavily on patrons' donations to keep them afloat, many are turning to direct marketing to attract audiences from afar and increase support.(news analysis)
November 7, 2003... While art galleries are traditionally associated with foreign visitors, connoisseurs and parties of school children, the explosion of modern art into popular culture has helped make it more accessible to the masses. In recent years, modern...

Outsourced call centres damage long-term effort.
November 7, 2003... Another week, another negative call centre story. Recently it was the turn of HSBC, which received a public lambasting for its announcement that it was cutting 4,000 jobs and outsourcing call centre and processing work overseas. The...

Local councils 'waging ER war' on marketers.(letters)(Letter to the Editor)
November 7, 2003... It may be the case that local councils are not acting illegally by automatically ticking the Electoral Roll (ER) opt-out box for those who opted out last year, but what it adds up to is a flagrant abuse of power (PM October 17). Last year,...

Recruitment abuse must end.(letters)(Letter to the Editor)
November 7, 2003... In response to Hunter's Tale (PM October 10), and as a recruitment consultant employed by an ethical recruitment consultancy (yes, there is such a thing), I am pleased that a client has at last voiced concern at such tactics. Sending through a...

Financial services sector should wake up and smell the customer: unless they are happy to accept a complete shift to wholesaler status, UK financial institutions should recognise the threat posed by the new competition.(comment)
November 7, 2003... The financial services market has evolved beyond recognition since the days of regular trips to the local branch. Tesco now offers a mortgage and, like its retail competitors, has an extensive network to deliver a complete banking service....

Still some life left in CRM yet.(Letter to the Editor)
November 7, 2003... As an acronym, customer relationship management (CRM) may have reached its 'best before' date. But to say that "CRM is dead as a dodo', as Charlie McKelvey claimed in his Leader (PM, October 17), is misleading. This is not the "irate...

Creative must be as sharp as data.(Letter to the Editor)
November 7, 2003... Scott Logie points out that targeting determines 85 per cent of campaign success (Letters, PM October 17). However, tie fails to make a distinction between data targeting and creative targeting. Reading between the lines, it looks like he...

Can social shops sell public good?(marketing)
November 7, 2003... The new boys in town are trying to corner the market with an old concept. While others around them, including several of the batch of agencies which have burst onto the scene this week, cite media neutrality, one-stop-shops and integration...

The world's a stage: with the rise of e-commerce and growing trend towards globalisation, it is likely that global communications will become a necessity at some point in a company's lifetime. As such, businesses need to start grappling with the intricacies of international address management.(Special report: address management)
November 7, 2003... ONE OF THE MOST INTERESTING presentations at this year's DM Show came from the Hilton Group. The hotel chain operates in 65 countries and communicates in over 20 languages, but uses a single global brand. "For companies operating...

Mail superiority: Postcomm argues that the delay in sanctioning new entrants into the postal market is in the best interests of competition. In the meantime, mailing houses are discovering a change in mindset at Royal Mail.(Special report: postal services)
November 7, 2003... IT HAS BEEN A LONG TIME in the making, but postal deregulation is finally on its way to becoming a reality. The various would-be competitors to Royal Mail are engaged in protracted negotiations with the monopoly about the terms of...

DIY retailer puts home shopper data on market.(list file)(Brief Article)
November 7, 2003... JML Direct, a supplier of home and DIY appliances, is making its file of 60,000 home shoppers available through Prospect Swetenhams. JML sells its products through a combination of mail order, online purchases at www.jmldirect.com and...

Events agent to list southern show revellers.(list file)(Brief Article)
November 7, 2003... The Way Ahead Box Office, a leading rock and pop ticket agent, is unveiling its list of 1,581,000 buyers through HLB. Way Ahead has an annual turnover of 50m [pounds sterling] and sells over 300,000 tickets a day. It has recently expanded...

Dig For Fire hires group account director.(Stephen Mooney)(Brief Article)
November 7, 2003... Direct response specialist Dig For Fire has appointed Stephen Mooney group account director. The former associate director of KLP Euro RSCG's London office spent ten years developing below-the-line campaigns for brands including Nestle and...

McCann promotes Piggy to creative director.(Mark Lines, McCann Relationship Marketing)(Brief Article)
November 7, 2003... McCann Relationship Marketing has promoted Mark (Piggy) Lines from head of art to creative director. Taking a seat on the board, award-winning Lines will work with creative director Ed Pritchard, who he previously worked with at IMP and Stretch...

Espotting names Colebourne vice-president.(Mathew Colebourne, Espotting Media)(Brief Article)
November 7, 2003... Mathew Colebourne has been appointed vice-president of operations at Espotting Media. The online ad firm is charging him with improving processes that support advertisers in Europe. The ex-managing director of DoubleClick Tech Solutions will...

Continental Tyre Group appoints two.(Mark Hopkins, Tracey Hyem)(Brief Article)
November 7, 2003... The Continental Tyre Group has announced two appointments. Mark Hopkins, formerly responsible for Michelin's UK marketing strategy for the BF Goodrich tyre brined, will join Continental's marketing team as brand manager for passenger tyres....

HSM selects head of operations.(Carys Billingsley appointed)(Brief Article)
November 7, 2003... Swindon-based telemarketing agency HSM has appointed Carys Billingsley head of operations. She was previously head of contact centres for Broadsystem and responsible for a 600-seat operation. Billingsley's role will involve team incentives,...

Nice work.(views of Dave McCall, Freeserve PLC)(Brief Article)(Column)
November 7, 2003... ... is a monthly column dedicated to those people who are happy at work. Don't think it's possible? Read on Name: Dave McCall Company: Freeserve.com Department: Advertising sales Job title: Director of advertising sales ...

Going for a gong--jest of the rest.(diary)
November 7, 2003... It's almost time for the ceremony you've all been waiting for. Peruse page 8 of this week's mag and see if you're up for a gong at the DMA Awards on December 9 (the Precision Marketing bash was held earlier this year, so, as the doctor said to...

Forthcoming events.(diary)(Calendar)
November 7, 2003... The DMA (UK)'s Ernst/ Marketing Council is presenting a one-day forum, Explaining the Impact of the Regulations Governing Email/SMS and Cookies, on November 28. The event will provide practical guidance for the Privacy and Electronic...

In a tights situation.(Soundoff: hunter's tale)(Brief Article)
November 7, 2003... Right, well, this ain't Mike--it's Naomi, his personal private assistant. I dunno where he's got to, but he hasn't been in touch since Monday. He sure as hell didn't send his copy through to Precision Marketing, 'cos it's been chasing me like...

Chris Ward to quit CMWi for new horizons.(Clark McKay and Walpole Interactive )(Brief Article)
November 14, 2003... Chris Ward, divisional managing director at Clark McKay and Walpole Interactive (CMWi), is leaving the agency at the end of the year to explore new opportunities. Ward joined as new business director in 1997, and has since been responsible...

Industry apathy sinks DMA data accreditation scheme.(Direct Marketing Association (UK) Data Council)(Brief Article)
November 14, 2003... The DMA (UK) Data Council has scrapped plans to launch a bureaux accreditation scheme in the face of industry apathy. The scheme, which was heralded as the industry's first quality standard benchmark for the data-processing arena, would...

MORI donor profiles to fine-tune charity drives.(MORI Social Research Institute)(Brief Article)
November 14, 2003... Charity donor acquisition drives are to receive a boost with the unveiling of research into people's giving habits. The MORI report has segmented donors into four profiles, defined according to their behaviour. The findings are likely to be...

GB Group offensive exposes impact of poorly targeted mail.(Brief Article)
November 14, 2003... Data services specialist GB Group is launching a major campaign to boost industry awareness of the negative impact of poorly targeted mailings. The campaign, being created by Clear Design, targets marketing and IT professionals. It...

Cancer charity re-taps Mirrors theme in e-drive.(news; Cancer Research UK)(Brief Article)
November 14, 2003... Cancer Research UK is building on the popularity of its award-winning 'Mirrors' DRTV campaign by rolling out online elements to attract new donors. The charity has appointed digital direct marketing agency Inbox to handle the campaign. The...

First Direct plans 'gift day' to lure Londoners.(news)(Brief Article)
November 14, 2003... First Direct is boosting its relationship marketing programme with a 'gift day', allowing businesses to offer its customers a host of freebies. The London-based venture represents a new tactic. First Direct claims it will help generate...

Garnier rolls out iTV sampling push.(news)(Brief Article)
November 14, 2003... Garnier is launching its first interactive TV campaign to attract customers and build its database. The TV ads are targeted at women aged 20 to 60, and encourage them to sample the whole Garnier hair product range by offering free shampoo,...

HBOS debit cards get smart to deter fraud.(news)(Brief Article)
November 14, 2003... Financial services giant HBOS is tightening customer data security by introducing smart card technology for its 15 million debit card holders. HBOS, which has 26 million customers in total, has selected Gemplus, a leading smart card...

NHS tests organ donor appeal on UK car drivers.(news; National Health Service UK Transplant)(Brief Article)
November 14, 2003... Organ donation service NHS UK Transplant is tackling a shortfall in registered donors by launching its biggest direct marketing campaign to date. The organisation, which captured 1.2 million names between April 2002 and March 2003, is...

Ask Jeeves eyes home users in integrated push.(news)(Brief Article)
November 14, 2003... Online search engine Ask Jeeves is rolling out an integrated campaign--building on its 'Should've asked Jeeves' strapline--to lure home computer users. The push, devised by TBWA/London, aims to position www.ask.co.uk as people's...

Guardian targets Life weekly at UK academics.(news)(Brief Article)
November 14, 2003... The Guardian is launching its first marketing drive for weekly science, environment and technology supplement Life, which launched this year. The push, targeting science academics across the UK, is to consist of direct mail and a series of...

Orange pushes upgrades in 'intelligent' statement drive.(news)(Brief Article)
November 14, 2003... Mobile phone giant Orange is bolstering its customer communications strategy by placing highly targeted marketing messages on bills to encourage upgrades. Orange is using new Experian service 'Intelligent messaging' to analyse customers'...

Zingo online prize draw kicks off major offensive.(news)(Brief Article)
November 14, 2003... Mobile-activated taxi service Zingo is launching its biggest marketing campaign to date to encourage people to try it and boost loyalty among users. The initiative begins with an online campaign designed to drive traffic to...

Saab mailshot promotes parts to indie garages.(news)(Brief Article)
November 14, 2003... Saab Great Britain is targeting independent garages that service and repair the cars to boost sales of specialist parts. The aim is to roll out a long-term, flexible promotion to rival competitive offers front other car-part suppliers. The...

Baulch shuts up mail shop as finances fail.(news; Baulch Group )(Brief Article)
November 14, 2003... Direct mail specialist the Baulch Group is closing its fulfilment division following a failed refinancing bid. The Sussex-based company, which also runs a print business that will continue to trade, is shutting down its mailing operation...

BSkyB prepares full iTV shopping service.(news; Exact Abacus contract)(Brief Article)
November 14, 2003... Digital broadcaster BSkyB is paving the way for a fully interactive retail service by improving its shopping platform through a range of digital media. BSkyB, which has 7 million subscribers, is enabling viewers to access retail division...

BT reproached for poaching leaving customers.(news; British Telecommunications PLC)(Brief Article)
November 14, 2003... BT has been criticised by telecoms watchdog Oftel for marketing directly to customers who are in the process of switching phone line providers. Oftel was forced to act following complaints from rival companies such as Scottish telecoms provider...

Countrywide in Bairstow Eves awareness push.(news; Countrywide Assured Franchising; Link Direct contract)(Brief Article)
November 14, 2003... Countrywide Assured Franchising has appointed door-drop specialist Link Direct to deliver leaflets raising awareness of its franchised network of estate agents, Bairstow Eves. Countrywide aims to have more than 500 UK branches of the estate...

Elvis to handle Benecol drinking yogurt launch.(news)(Brief Article)
November 14, 2003... Benecol has handed start-up direct marketing agency Elvis the task of backing the launch of its drinking yogurt. The agency picked up the work without a pitch. Activity begins later this month, including door-drops, sampling and in-store work.

Wright takes executive title at ISMM.(news; David Wright; Institute of Sales & Marketing Management)(Brief Article)
November 14, 2003... David Wright, former head of marketing and communications at the Chartered Institute of Marketing, has been appointed chief executive of the Institute of Sales & Marketing Management.

Home Office in vehicle crime clampdown drive.(news)(Brief Article)
November 14, 2003... The Home Office is teaming up with various brands--including MG Rover, Hewlett-Packard and the RAC--to launch its largest marketing campaign of the year to prevent vehicle crime. The activity breaks this weekend at the Bluewater shopping centre...

Pernod to roll out integrated whiskey drive.(news)(Brief Article)
November 14, 2003... Pernod Ricard, one of the UK's leading spirit and wine manufacturers, is launching its largest integrated campaign to date for Bushmills Malt Irish Whiskey. It aims to double the brand's customer database. The company will be adding...

Mazda in first text response assault for RX-8 test-drives.(news)(Brief Article)
November 14, 2003... Japanese car giant Mazda is rolling out what it claims is the first SMS campaign by an automotive company to encourage consumers to request a test-drive via text response. The call-to-action promotes the Mazda RX-8 marque. It is designed...

Bliss launches debut 'virtual' covermount push.(news)(Brief Article)
November 14, 2003... Emap teen magazine Bliss is embarking on a mobile marketing first to encourage reader loyalty and boost sales. The initiative, which offers readers 'virtual' covermounts--in contrast to free gifts taped to the front page--for the first...

Science Museum hands Dataforce mail order brief.(news)(Brief Article)
November 14, 2003... The Science Museum is outsourcing mail order for the first time to boost funds. The museum, which has a separate mail order division with its own central customer marketing database, is handing operations to hi-tech marketing agency...

Congress seeks to block not-for-profit mail ruling.(international)(Brief Article)
November 14, 2003... Washington DC: Congress is squaring up to the US Postal Service (USPS) over plans to allow commercial non-profit mailings, saying they will devastate consumer confidence in the sector. In a letter to USPS post-master general Jack Potter and...

Aussie MPs direct bill hits 4.2m [pounds sterling].(international; direct mailing)(Brief Article)
November 14, 2003... Canberra: Australian federal MPs spent an average of Aus$65,000 (27,000 [pounds sterling]) on political mailings and personalised stationery in the past year. According to figures released this week, members of the House of Representatives...

US DMA appoints Pitney Bowes marketer to board.(international; Direct Marketing Association)(Brief Article)
November 14, 2003... New York: Mailing solutions giant Pitney Bowes vice-president and chief marketing officer Arun Sinha has been appointed to the US DMA board. Sinha, rated one of the country's leading marketers after steering the company through its first...

Agencies to face sobering choice.(international; marketing)
November 14, 2003... Dublin: 'Never put all your eggs in one basket' is an old and wise adage, particularly if you work in the marketing sector. There have historically been many sorry tales of agencies relying on one large client for their existence, only to have...

Service stops big sell becoming an over-sell: the recent Royal Mail Media Forum heard of the dangers of over-marketing and the need to ensure that everything a customer experiences matches their expectations. As David reports, service is often key.(news analysis)
November 14, 2003... You are driving a high-end saloon car at 50mph. The road ahead is glassy and wet. You jump on the brakes. What happens next? If you are fortunate enough to be in an AMG model SL Mercedes, it will achieve a remarkably controlled, if...

Can above and below converge? Martin Semmens' claim that pure integration does not work will obviously put some noses out of joint. But is there any truth in this supposition, or can agencies in fact successfully pull off integration?(news analysis; marketing)
November 14, 2003... Rather than causing a little less conversation, the launch of direct marketing specialist Elvis has had many tongues wagging following managing director Martin Semmens' statement that "pure integration does not work (PM last week)". And with...

Legislate to stop Christmas rush starting so early.
November 14, 2003... The promotion of Christmas has been turned into a greedy frenzy on behalf of most retailers and manufacturers. Primarily driven by the City, it completely lacks creativity and, in many cases, relevance to the event itself. If you'll pardon...

Invest in future talent by sowing aspirations.(letters)(Brief Article)(Letter to the Editor)
November 14, 2003... The severe cuts in graduate training schemes suggest it's time to rethink how we invest in young talent. Too much investment is at the wrong end of the cycle--that is, work placement rather than education itself. We are working on a series...