Precision Marketing articles from November 2004

Precision Marketing archives from November 2004

Yell hires Proximity for 5m [pounds sterling] brief.(Brief Article)
November 5, 2004... Yell is understood to have consolidated its estimated 5m [pounds sterling] direct account into Proximity London, following a 'winner takes all' shoot-out against WWAV Rapp Collins. Proximity will take over the reins of all direct activity,...

Carat appoints Forster to head planning team.(Brief Article)
November 5, 2004... Shona Forster, one of the founding directors of Barraclough Hall Woolston Gray, has joined media agency Carat to head its dedicated costumer communications planning team. Carat claims the department, which is set to launch this month,...

Agencies face brunt of gaming shake-up.(Brief Article)
November 5, 2004... Direct marketing agencies could face prosecution under the Government's Gambling Bill if they produce work for companies without an operating licence in the UK. As part of the new regulations, gambling firms wishing to do business in the...

Triangle refutes Arc merger despite relocation.(Brief Article)
November 5, 2004... Triangle has refuted speculation that it is to merge with Arc London, despite plans to relocate to the same West Kensington building as its fellow Publicis Groupe agency. Triangle managing partner Nick Hoadley says the move is part of...

Iris launches cause-related I-care division.(Iris)(Brief Article)
November 5, 2004... Iris, the independent marketing agency, is launching a division dedicated to cause-related marketing. I-care is opening its doors in response to an increase in cause-related business. According to Business in the Community, some 58m...

Guinness kick off latest drive with mailpack.(news)(Brief Article)
November 5, 2004... Guinness is launching its largest direct marketing campaign to date to back the launch of its new can. The initiative, which has been created by Tullo Marshall Warren (TMW), will consist of a mailpack and dedicated website. The pack, which...

DP&A changes name to FCBi London.(news)(Brief Article)
November 5, 2004... DP&A is rebranding as FCBi London to align itself more closely with the pan-European network. The move is also designed to give the agency's clients a bigger, broader offering, while enabling it to leverage resources from the European...

Postcomm threatens Royal Mail with split.(news)(Brief Article)
November 5, 2004... Postcomm chief Nigel Stapleton has warned the organisation will clamp down on Royal Mail if the postal operator gets in the way of competition. Speaking at the UK Mail Summit in London, Postcomm chairman Stapleton said if measures were...

Makeover for pet vaccines in new promotion.(news)(Brief Article)
November 5, 2004... Schering-Plough Animal Health is unveiling a new pet vaccine range to the veterinary trade with a direct mall blitz. Geoff Howe Healthcare is handling the campaign, which places Procyon as "innovative and scientific, yet approachable". ...

TfL uses Chemistry to get people on the buses.(news)(Brief Article)
November 5, 2004... Transport for London (TfL) is running an integrated campaign to persuade drivers to leave their cars at home and use buses instead during quieter periods on the roads. The 2m [pounds sterling] initiative, created by Chemistry...

Dulux launches magazine for professionals.(news)(Brief Article)
November 5, 2004... Dulux Trade is targeting a data-capture drive at professional builders and decorators with a magazine and voucher mailings. The Mix, a magazine created by Meerkat, contains data-capture elements allowing Dulux to communicate through email...

Fcuk rolls out data assault to boost mail order affinity.(news)(French Connection UK)(Brief Article)
November 5, 2004... French Connection UK is embarking on a data-driven initiative to boost its catalogue and online division Fcuk Buymail. The fashion company has brought SmartFocus Intelligent Marketing on board to develop the Web channel and improve...

IAB steps up offensive to boost online ad budgets.(news)(Brief Article)
November 5, 2004... The Interactive Advertising Bureau (IAB) is launching a raft of marketing initiatives in a bid to accelerate companies' online spend. Integrated brand and design agency Neoco has been appointed to handle the brief, which comprises unifying...

Cafod in appeal for Third World Xmas presents.(news)(Catholic aid agency)(Brief Article)
November 5, 2004... Cafod, the Catholic aid agency, is urging people to give goats as gifts this Christmas with the roll-out of a gift catalogue. The charity is offering supporters the opportunity to buy a range of unusual gifts, such as goats, seeds and...

Retail sites 'letting down e-marketing drives'.(news)(Brief Article)
November 5, 2004... Retailers are being urged to keep their websites up-to-scratch to ensure responses generated by direct marketing campaigns are not wasted through shoddy online tactics. E-consultancy--an online publisher of best practice and internet...

P&G follows AA by axing customer title.(news)(Brief Article)
November 5, 2004... Procter & Gamble (P&G) has shelved its customer magazine Mustard in favour of launching a consumer relationship website. The move follows the AA's recent decision to axe its customer magazine in favour of a website (PM October 1). ...

Direct strategy shines through at IPA Awards.(news)(Brief Article)
November 5, 2004... The 2004 Institute of Practitioners in Advertising (IPA) Effectiveness Awards saw 14 of the 32 winning entries use direct marketing as a key component of their campaigns. Of these, five scooped a gold award, five picked up silver and four...

Loans.co.uk launches second wave of DRTV.(news)(Brief Article)
November 5, 2004... Loans.co.uk is embarking on the second wave era campaign to boost response, which will pave the way for increased DRTV activity in 2005. The initiative, which has been created by Iceberg Marketing, comprises DRTV ads shot at the Causeway...

Chelsea Building Society starts mortgage push.(news)(Brief Article)
November 5, 2004... Chelsea Building Society is rolling out a DRTV campaign to promote its mortgage portfolio. The push, developed by WWAV Rapp Collins West, focuses on the proposition: 'Find out in five minutes, free, how much you could save by switching...

Royal Mail to sponsor subscriptions forum.(Royal Mail Group PLC)(Brief Article)
November 5, 2004... Royal Mail is sponsoring the PPA's Magazine Subscriptions 2004 event, which will take place on November 11 at Grosvenor House. The event will provide a forum to discuss the important role of subscriptions in the magazine publishing world and...

Open University draws up agency shortlist.(news)(Brief Article)
November 5, 2004... The Open University has shortlisted incumbent FCBi, Clark McKay and Walpole, DFGW and Joshua to handle its 7m [pounds sterling] direct account (PM May 14). It is expected to make a final decision before the end of the year.

Egg hires shops for direct response business.(news)(Brief Article)
November 5, 2004... Egg has appointed Claydon Heeley Jones Mason and its online sister company Agency Republic to handle its direct response business. The shops will be responsible for all on- and offline direct response activity and are to work closely with Egg's...

Ladbrokes hunts online marketing chief.(Ladbroke Group PLC)(Brief Article)
November 5, 2004... Ladbrokes is seeking a marketing director for its online gaming division following the departure of Keith Oliver. His duties will temporarily be passed to Sam Hobcraft, who has been promoted to general manager for online marketing. The move has...

Ambergreen opens debut London office.(Ambergreen Internet Marketing)(Brief Article)
November 5, 2004... Search marketing specialist Ambergreen is opening its first London office to take advantage of the sector's rapid growth. The agency was originally based in Scotland, where it will retain its headquarters. The firm says a London presence...

DTI targets 'dads and lads' with firework safety drive.(Department of Trade & Industry)(Brief Article)
November 5, 2004... The Department of Trade & Industry (DTI) is launching a hard-hitting campaign to ensure the public stays clear of firework folly on Bonfire Night. The drive, targeting 'dads and lads' and created by WWAV Rapp Collins, is timed to coincide...

Quaker reaches out with door-drop campaign.(news)(Brief Article)
November 5, 2004... Quaker is launching a nationwide door-drop campaign to promote its Oatso Simple brand. Circular Distributors (CD) has been appointed to handle the roll out of the cereal samples, which are to be delivered to 1.6 million homes. The...

Papa John's and ScreenSelect join forces for pre-Christmas push.(ScreenSelect.co.uk)(Brief Article)
November 5, 2004... Pizza company Papa John's and DVD rental specialist ScreenSelect.co.uk have created all affinity marketing programme to boost sales in the run up to Christmas. Every Papa John's customer ordering a pizza will receive a free three-week...

Direct mail delivers high profits for Australia Post.(international)(Brief Article)
November 5, 2004... Melbourne: Australia Post has attributed its record profits to an increased focus on direct mail. Postal volumes edged up by 0.9 per cent, despite alternative forms of communications, such as email, mobile and combined bills being...

ISP giants file anti-spam lawsuits.(Internet service providers)(Brief Article)
November 5, 2004... Seattle: The US' largest Internet service providers have filed a set of lawsuits against alleged prolific spammers. Microsoft, AOL, EarthLink and Yahoo! are launching the legal assaults under the Can-Spam Act, designed to restrict...

Enpocket buys Landmat to form mobile media giant.(international)(Brief Article)
November 5, 2004... Reykjavik: Mobile media provider Enpocket has acquired Icelandic firm Landmat in a deal that will allow the company to supply integrated entertainment and marketing services. Haukur Hardarson, previously chief executive officer of Landmat,...

Brits lose out on Echo gongs.(international)
November 5, 2004... New Orleans: The first clue that things were going to be different came as our flight left Atlanta. When the stewardess began to take orders for in-flight beverages, it seemed all my fellow passengers asked for Jack: Jack on the rocks, neat...

Holder shines sector talents; IDM co-founder Derek Holder has made a life-long career out of building skills within direct marketing. He tells James Quilter of the body's plans to take its courses further afield.(profile)(Institute of Direct Marketing)
November 5, 2004... The Institute of Direct Marketing (IDM) has come a long way since its launch in 1987, when the likes of John Watson, David Payne and John Hughes urged Derek Holder to draw up a blueprint for a training academy--the DM Centre. Now, more than 70...

Procurement's production bid is a cheap shot.(marketing)
November 5, 2004... There's been much gnashing of teeth lately between those big, bad procurement people and the downtrodden folk in agencyland. So, as an olive branch to client marketers and their procurement departments, the IPA's new value framework initiative...

Sized-based pricing is a necessity, not an option.(letters)(Letter to the Editor)
November 5, 2004... In his letter 'Size-based is not a given', Robert Mayes missed the point about pricing mail by size (PM October 8). Moving to size-based pricing is not a luxury. It is fundamental to Royal Mail's future. In a market that is opening up to...

Run the QMP independently.(letters)(Letter to the Editor)
November 5, 2004... Raising the profile of QMP will not automatically make it a more worthwhile standard for mailing houses (PM October 8). The way in which the scheme is assessed and run needs to be looked at closely. As a company providing co-operative...

Discarded pitch ideas deserve to receive a bit more agency credit; as agencies become wary about handing over their carefully crafted pitch ideas with no guarantee of being appointed, a token payment might help assuage them.(comment)
November 5, 2004... Are new business pitches real any more? There's a suspicion that the escalating mistrust between clients and agencies has a new casualty: the belief in the legitimacy of client-led 'pitches'. If you're a client putting your direct...

B2B lists aren't 'prone to errors'.(letters)(Letter to the Editor)
November 5, 2004... I read with great interest Richard Simpson's Special Report an list developments (PM October 1). As somebody who has been immersed in direct marketing throughout my professional career, I welcome any debate which highlights the extent to...

Creative beats data ever time.(letters)(Letter to the Editor)
November 5, 2004... Hurray, al last... someone else who understands the importance of creative work. Of course, I am referring to Chris Thomas' Comment piece (PM October 1), which was like a breath of fresh air. We have all heard how important data is to a...

Taking heat off training panic.(leader)
November 5, 2004... If there's one thing that makes this industry's founding fathers toss and turn at night, other than all the cash stored under their mattresses, it is the thorny subject of training and development. Not that long ago, John Watson even warned...

Creative critique.(Advertising agencies)
November 5, 2004... Steve Aldridge: Creative partner Partners Andrews Aldridge Agency: Ogilvy One Art director: Charlie Wilson Copywriter: Emma de la Fosse It's nice to see a brand that, to my knowledge, has never done direct marketing before,...

The perfect package: the growth in direct mail has led many printers to open specialist departments or find another route into the sector. But are client service skills more important than the size and availability of modern printing systems?(Special report: printing)
November 5, 2004... A HAPPY PRINTER is an oxymoron. Whether it is low prices, high overheads or a lack of time, printers usually have something to complain about. In the general print market, their pessimism is well justified. The past five years have seen growth...

Weighty issue: raising the recipient's perception of a direct mail campaign can be achieved by simply improving the quality and weight of the paper and envelopes used. But, unfortunately, the better the paper, the higher the postal cost.(Special report: paper & envelopes)
November 5, 2004... IT IS WELL KNOWN THAT the weight and quality of the paper and envelopes used for a mailing will affect the impact it has oil the recipient. In a perfect world, creatives would be able to choose whatever materials, weights and sizes they...

DIY group lists home improvers.(D.I.Y. Home Warehouse Inc.)(Brief Article)
November 5, 2004... The DIY Plastics database is releasing The Home Improvers' File through Go Direct Marketing, comprising 153,197 names. The file consists of buyers and enquirers from the DIY Plastics catalogue, which offers a variety of home improvement and...

Holiday draw fans unveiled.(list file)(Brief Article)
November 5, 2004... Holiday draw fans unveiled Global Traveller is releasing details of 60,665 individuals through Go Direct Marketing. The names have entered competitions to win various holidays. The breaks serve as incentives across a wide range of offers,...

Targetfile to let IT worker data.(list file)(Brief Article)
November 5, 2004... Targetfile is offering its list of 27,808 IT workers through McCarthy O'Connor. The email file is built from leading IT trade journals, including MiD and Information Age, as well as sponsored IT shows. The file is selectable by...

Candis details female readers.(list file)(Brief Article)
November 5, 2004... Family magazine Candis is unveiling a list of 1 million subscribers through Evolution DM. Candis features celebrity interviews and regular features on topical lifestyle and family matters, as well as travel, health and cookery articles....

Gifthorse offers responsive file.(list file)(Brief Article)
November 5, 2004... Coupon booklet specialist Gifthorse is offering its list of prize-draw and sweepstake respondents through Inter marketing. Gifthorse's clients include mail order catalogues such as Freemans, Grattan, La Redoule, Direct Holidays and...

MRM Partners adds Phillips to team.(Gareth Phillips)(Brief Article)
November 5, 2004... MRM Partners has reinforced its team with the appointment of Gareth Phillips as interactive director. He will be primarily responsible for UK and EMEA interactive communications for the recently won Microsoft Business account, Phillips was...

Draft takes on Beasley to boost digital service.(moving people)(Brief Article)
November 5, 2004... Draft London has appointed Stephen Beasley head of digital operations, as the agency looks to expand its digital and interactive offerings. He joins from TBWA/GGT, where he was responsible for building and developing the agency's award-winning...

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)(Column)
November 5, 2004... Name: Vicky Hughes Company: AdLink Internet Media Department: Sales Job title: Account director Responsibilities: I head one of AdLink's three sales functions and am responsible for two people. I keep the team happy and...

Cough up, or Mr Diary spills beans.(diary)
November 5, 2004... So, there we were, smack-bang in the middle night of The DM Show, all dressed up and nowhere to go. Thankfully, we are so important these days that we've even got a PA. "Shouldn't we be somewhere else?" we enquired. "Of course you should," came...

Forthcoming events.(Marketing industry)(Calendar)
November 5, 2004... European Catalogue & Mail Order Days (ECMOD) 2004 is being held between November 23 and 25. The event is supported by Royal Mail, and will feature workshops entitled Multi Channel Customer Retention and Recruitment Masterclass, and Supercharge...

Creative bonding.(Soundoff: hunter's tale)(Brief Article)
November 5, 2004... We won Uniqlo. Incredibly, our constant references to Gap in the pitch document were perceived as irony by the clients, and binding lira leave-behind in fleece material really swung the vote. Unfortunately, you won't read about our appointment...

WWAV to ramp up Alzheimer's Society support.(Alzheimer's Society)(Brief Article)
November 12, 2004... The Alzheimer's Society is set to bolster its donor acquisition activity after reviewing its direct agency arrangements. The charily has appointed WWAV Rapp Collins Bristol to handle the account. The shop seized the business following a...

Alfa Romeo seeks direct agency.(Brief Article)
November 12, 2004... Alfa Romeo is searching for a direct marketing agency to work on the launch of its 147 hatchback model. The Fiat-owned manufacturer is currently without a direct marketing agency, and says the chosen shop may be asked to work on a more...

DMA risks backlash with agency ratecard.(Brief Article)
November 12, 2004... The DMA (UK) is risking tHe wrath of the agency sector with the launch of a controversial agency ratecard, designed to show clients how much they should expect to pay for the services of different levels of personnel. The move follows...

Visa Europe plans business strategy shake-up.(Brief Article)
November 12, 2004... Visa Europe is set for a shake up of its marketing activity and budget following the appointment of a new marketing chief. Gabriele Cappelletti has been promoted to head of commercial solutions, having joined Visa in 1998 as senior...

Troughton takes chairman role for PM Awards.(Precision Marketing Response Awards)(Brief Article)
November 12, 2004... Former Harrison Troughton Wunderman chief Martin Troughton is to chair the Precision Marketing Response Awards for the next two years. Troughton, who left HTW last month to become Red Cell Response chairman, takes over from Archibald Ingall...

Whizz-Kidz to build presence via direct drive.(news)(Brief Article)
November 12, 2004... Whizz-Kidz, the national children's disability charity, is embarking on its first direct awareness campaign. 23red has been handed the account after pitching against five other agencies. It has been tasked with creating an integrated plan...

C4 admits dispatches inaccuracies.(news)(Brief Article)
November 12, 2004... C4 admits Dispatches inaccuracies Channel 4 has apologised to Royal Mail for its controversial Dispatches documentary Third Class Post, which claimed credit cards were being stolen by its postal workers. The programme sparked uproar...

NCH awards direct business to Watson.(news)(Brief Article)
November 12, 2004... NCH, the children's charity, has appointed Watson Phillips Norman (WPN) to handle its direct marketing. The agency has taken the account from Bluefrog after a five-way pitch. WPN has already begun work on a fresh donor acquisition and...

RBS unveils 'no nonsense' mortgage account.(news)(Royal Bank of Scotland)(Hall Moore CHI)(Brief Article)
November 12, 2004... The Royal Bank of Scotland is roiling out a raft of integrated marketing activity for the launch of its new mortgage business First Active. The initiative is being handled by Hall Moore CHI and its parent agency CHI, and marks the first...

Norwich Union taps dreams to lure over-55s.(news)(Brief Article)
November 12, 2004... Norwich Union is launching an integrated campaign targeting over-55s for its equity release product Lifetime Mortgages. The campaign, created by Cheltenham-based TDA, is to include DRTV, direct mail and inserts running in the national and...

London casino puts money on relaunch push.(news)(Sportsman Casino)(Brief Article)
November 12, 2004... The Sportsman Casino is launching a direct marketing campaign to drive membership subscriptions and raise awareness of the club's relaunch. The venue, owned by London Clubs International, was once famous for attracting the sporting elite,...

Direct Wines searches for agency to lead club drive.(news)(Brief Article)
November 12, 2004... Direct Wines is to appoint a direct marketing agency to create a new customer acquisition drive for its Laithwaites Wine Club brand. The club says it has reached a plateau with its existing database and will target new members through...

Consumers find financial marketing 'uninteresting'.(news)(CCHM:Ping)(Brief Article)
November 12, 2004... The financial services industry is being urged to make marketing communications more engaging, as 72 per cent of consumers consider them 'dull and uninteresting'. According to an NOP survey commissioned by specialist financial services...

Asda unveils instore shopper insight service.(news)(Brief Article)
November 12, 2004... Asda is set to allow the use of instore coupons as part of a procedure that will give brands the opportunity to test new products. The supermarket giant has formalised the trial procedure so brands can place products in one outlet or a...

Virgin Wines set to roll out Christmas blitz.(news)(Brief Article)
November 12, 2004... Virgin Wines is uncorking a direct mail blitz to drum up pre-Christmas custom. The mailing, created by WDMP, is to be sent to 70,000 of the company's most responsive customers. It will be followed by an email, distributed to 350,000 Virgin...

BBC calls pitch for Web marketing push.(news)(Brief Article)
November 12, 2004... The BBC is creating a roster of agencies to work on Internet campaigns to promote its websites. The broadcasting giant is seeking shops with a 'creative and innovative approach' to online marketing, as well as a sound knowledge of global...

EuroDirect aids HBOS division's understanding.(news)(Brief Article)
November 12, 2004... Birmingham Midshires, the specialist lending and savings division of HBOS Group, has chosen EuroDirect to improve its customer understanding and drive prospecting. The company is licensing EuroDirect's Microvision Marketing Manager and...

Emap hires Prolog to handle customer calls.(news)(Brief Article)
November 12, 2004... Emap hires Prolog to handle customer calls Emap Automotive, the car and bike media company, is gearing up for a customer contact overhaul. It has appointed Prolog Connect to provide inbound call handling for Motor Cycle News (MCN). Prolog's...

RNLI aims to boost donor scheme membership.(news)(Brief Article)
November 12, 2004... The Royal National Lifeboat Institution (RNLI) is launching a drive to boost membership of its Shoreline donor scheme. Created by Proximity London, the pack was tested in a mailing to 2.5 million charity supporters in the UK who have been...

Triangle's founder Twittey to step down.(news)(Brief Article)
November 12, 2004... Triangle Group founder Kevin Twittey is stepping down as chairman of the agency. Twittey, who set up Triangle in 1975, leaves as the group is aligned with Leo Burnett (PM last week). Nick Hoadley and Diana Cawley will head the new management...

IPA hires new company to conduct survey.(news)(Brief Article)
November 12, 2004... The Institute of Practitioners in Advertising's (IPA) Touchpoints consumer survey is reported to have hit problems. NOP, the research company hired by the IPA to analyse how people consume media, has been replaced by Taylor Nelson Sofres, which...

Vauxhall launches drive to promote Agila.(news)(Brief Article)
November 12, 2004... Vauxhall Astra is launching a direct marketing drive promoting its new Agila people carrier. Draft London has created the campaign aimed at older people looking for car reliability and economy. The creative work carries the strapline: 'Small on...

Swiss mobile services group opens UK shop.(news)(Brief Article)
November 12, 2004... Echovox, a mobile content and service provider, is launching in the UK with the opening of a London office. Based in Switzerland, the company is looking to enhance the UK market for mobile messaging services, including voting, chat, quizzes...

Kidney Research Fund hires domain for donations drive.(news)(Brief Article)
November 12, 2004... The National Kidney Research Fund (NKRF) is embarking on a trial direct marketing drive to boost support for its research. Domain, an agency that specialises in social causes, has been appointed to handle the campaign following a three-way...

Jobcentre Plus bids to secure business links.(news)(Brief Article)
November 12, 2004... Jobcentre Plus is unveiling a multimedia business-to-business drive to attract and retain companies for its employment service. The campaign will cover the hospitality, manufacturing, construction and telemarketing industries, and is aimed...

United Pictures pushes Bourne Supremacy with global SMS blitz.(news)(Brief Article)
November 12, 2004... United Pictures International (UPI) is rolling out its first global SMS campaign to promote action thriller The Bourne Supremacy. Flytxt is set to handle mobile marketing of the movie's DVD and video release. The texting campaign will...

Major spammer hit with nine-years' imprisonment.(international)(Brief Article)
November 12, 2004... Virginia, US: Two prolific spammers have been found guilty of sending out a raft of fraudulent emails that made them millionaires. Jeremy Jaynes and Jessica DeGroot amassed a fortune of around 13m [pounds sterling] by selling useless...

Baltic states bolster best practice.(international)(Brief Article)
November 12, 2004... Vilnius: Direct marketers and advertisers in the Baltic states have underlined their commitment to best practice with plans to establish marketing standards systems within the next six months. The initiative, which was outlined at the...

Commission junction launches German operation.(international)(Brief Article)
November 12, 2004... Munich: Commission Junction, a division of ValueClick that provides online performance marketing solutions, is expanding its operations to Germany. Commission Junction Deutschland will strengthen the company's European presence, becoming...

Ukraine sector strides forward.(international)
November 12, 2004... Kiev: The direct marketing industry in the Ukraine is very young. The first direct agencies started to spring up at the beginning of the Nineties. And in 2002 my agency, DistriMedia, organised the first Ukrainian International Direct Marketing...

Are job-hopping clients destroying creativity?(news analysis)
November 12, 2004... With the average marketer changing job every 18 months, many people fear agencies' creative work could be overlooked by inexperienced or junior replacements in favour of safe, known alternatives. Producing effective direct marketing is...