Precision Marketing articles from October 2007

Precision Marketing archives from October 2007

'Acxiom not for sale,' says Euro chief.
October 5, 2007... Acxiom's European boss David Allen insists the company's UK operation is not for sale, and that it is 'business as usual' following the collapse of the proposed $2.25bn takeover in the US. The move also triggered the departure of company...

Sportingbet kicks off #20m agency search.
October 5, 2007... Sportingbet, the world's largest online gaming and betting group, is seeking an agency to handle its direct and digital marketing business. The company is understood to be conducting meetings with six undisclosed agencies in London this...

Aston Martin reviews direct marketing brief.
October 5, 2007... Luxury car brand Aston Martin is understood to be seeking an agency to handle its direct marketing account. The brand has shied away from direct marketing in recent years, relying on current customers for new business as well as its...

IN BRIEF: Brand owners rocked over D2D.(door-to-door )(Brief article)
October 5, 2007... Major brand owners will be forced to scrap millions of leaflets following Royal Mail's decision to suspend its door-to-door (D2D) delivery service for the next three weeks. The postal operator blames the planned action by the Communication...

IN BRIEF: One & Only revamps strategy.(One & Only Resorts )(Brief article)
October 5, 2007... Upmarket travel brand One & Only Resorts is revamping its global marketing strategy to boost the efficiency of customer communications. The company is to implement Alterian's Communicator platform to replace time consuming manual processes...

IN BRIEF: Patten takes Mothercare role.(appointment of Tim Patten)(Brief article)
October 5, 2007... Former direct marketing agency chief Tim Patten is understood to have been appointed group ecommerce director at Mothercare, having joined the business when it purchased Early Learning Centre earlier this year. He was hired by ELC in 2004 -...

Hewlett-Packard diverts majority of budget online.
October 5, 2007... Hewlett-Packard (HP) is to shift the bulk of its adspend online in a bid to engage more effectively with its target audience, as well get a better return on investment. The move follows HP's latest #147m ($300m) global marketing campaign...

Virgin Active targets 2m in member drive.(Brief article)
October 5, 2007... Virgin Active Health Clubs is planning to ramp up its direct marketing activity, as part of a new strategy implemented by former Swallows Hotel marketing chief Mark Taylor. Taylor, who joined in August, has appointed Send Marketing...

London Capital Group in branding revamp.
October 5, 2007... London Capital Group is embarking on an extensive revamp of its branding and communications strategies across all of its financial services and online trading companies. The group will be reviewing all of its branded products and creating...

Unibet hires TBWA for #20m integrated European account.
October 5, 2007... WWAV Rapp Collins is understood to have been pipped at the post by TBWA to handle the #20m pan-European account for online betting company Unibet. The original four-strong shortlist was whittled down to two late last month. The...

HSBC partners with The Times.(Brief article)
October 5, 2007... HSBC has signed a marketing partnership with News International-owned The Times to encourage customers to think about their future as a way of promoting its personal financial planning service. The initiative, created by RMG Connect,...

Colwell joins up with French PR.
October 5, 2007... LBM marketing director Andrew Colwell is leaving the business to set up his own marketing communications agency - with LBM as its first client - after more than five years with the company. Colwell is joining forces with Leeds based...

IN BRIEF: Barclaycard lures Amex chief.(Brief article)
October 5, 2007... Barclaycard Business has poached American Express customer chief Peter Jones as head of relationship management. Jones will be responsible for strengthening customer relationships and delivering enhanced quality of customer service. He will...

IN BRIEF: Hasgrove seals digital deals.(Pavilion Communication Services)(Hasgrove)(Brief article)
October 5, 2007... Pan-European communications and marketing group Hasgrove has acquired digital agencies Pavilion Communication Services and Odyssey Interactive in a deal worth #14m. The acquisition of online marketing agency Pavilion, whose clients include...

IN BRIEF: Online overhaul for Powergen.(Brief article)
October 5, 2007... Powergen has revamped its online operation as part of the brand's transition to the E.ON brand, in a move designed to encourage customers to switch their energy supply and 'go green'. The new site, designed by digital agency Redweb, features...

Gordon leaves Rapp Collins for DAS role.
October 5, 2007... Sara Kimberley Rapp Collins global chairman Chris Gordon has quit the agency and is seeking a role within the Omnicom group. Gordon aims to concentrate on management projects within the Diversified Agency Services network. In...

Subaru sheds Rally car image.
October 5, 2007... Sporting car marque Subaru is aiming to move away from its Rally car image and raise consumer awareness about its low cost and economical range. An integrated campaign under the strapline 'Sticks to the road' has been created by MCBD...

IN BRIEF: Northern Rock crisis rocks confidence.(Brief article)
October 5, 2007... A quarter of all UK consumers have become more concerned about their own financial situation in the aftermath of the Northern Rock crisis, according to the latest research. The study, carried out by credit reference agency Callcredit, found...

IN BRIEF: Charities failing on data trust.(Brief article)
October 5, 2007... Nearly a quarter of Britons do not trust charities to keep their personal information safe due to the increasing number of identity fraud cases, a new report reveals. The study carried out by CanvasseOpinion for Experian's identity fraud...

IN BRIEF: Eurocamp seeks search boost.(Brief article)
October 5, 2007... Eurocamp, one of the leading brands in the European camping and mobile home holidays market, is aiming to boost online traffic and convert clicks into sales by implementing a search conversion strategy. The company has appointed Tamar to the...

New Look stylist blitz to boost Web traffic.
October 5, 2007... Low-cost high street fashion retailer New Look is aiming to increase traffic to its website by giving consumers a chance to become an online fashion stylist. The online campaign created by Publicis Dialog encourages visitors to the New...

Marines in major online offensive.
October 5, 2007... The Royal Marines has developed an interactive website designed to encourage new recruits to join the UK's most elite fighting force. The site is backed by an integrated campaign which involves cinema, ambient, press and online advertising....

Digital strategy can't live on email alone.
October 5, 2007... We live in times of marketing precision, or at least we'd like to believe we do. We're part of a society that has almost entirely embraced the concept of personalised, elective communication. Many of us are starting to run our social lives...

China toy crisis fuels call for data sharing.
October 5, 2007... The European Union has waded into the row over the recall of toys made in China, urging US authorities to share information with EU officials to avoid further safety fears, following the recent Mattel furore. The EU's consumer chief...

Young 'most likely to switch finance firm'.
October 5, 2007... The vast majority of consumers are happy with their financial services provider, according to a new study by Experian, which busts the myth of mass dissatisfaction. But while 74 per cent of those surveyed are not planning to switch, the...

Bluefrog sets up list-buying operation.(Brief article)
October 5, 2007... Charity specialist Bluefrog has set up an in-house list-buying operation in an effort to add extra insight and drive down costs for clients. The division will be headed up by former Prospect Swetenhams customer service manager Ryan...

Caution must follow gaming windfall.
October 5, 2007... Marketing spend for gaming is predicted to increase the UK advertising coffers by some #50m a year, and with this activity will come a rush of aggressive marketing as brands battle it out for a larger share of purse. Online brands are...

ANALYSIS: Can Eros bring back the love for Evening Standard?
October 5, 2007... One year on from the launch of the London freesheets, the once dominant Evening Standard is still feeling the pinch. Can the launch of its Oyster-style loyalty card revive its fortunes? In the age of 24 hour news - on both TV and online -...

ANALYSIS: Acxiom takeover collapse fuels industry speculation.
October 5, 2007... Keeping your chin up after the collapse of a proposed $2.25bn takeover may not be easy to do, but with the industry watching closely, David Allen maintains that all is well at Acxiom The collapse of the proposed $2.25bn takeover of Acxiom...

ANALYSIS: Uncertainty follows door-to-door delivery suspension.
October 5, 2007... Royal Mail's decision to suspend its door-to-door delivery service is causing consternation, with some people suggesting that the reason given by the postal operator may not be entirely accurate Royal Mail's decision to suspend its...

OPINION: Working in harmony key to procurement.(Column)
October 5, 2007... As the post-summer holiday new business season begins, we again face the quiet revolution taking place in the pitch process - the continued rise of the procurement department. When the procurement process is managed well, it adds value to...

LETTER: Exploding the myths of 'evil' direct marketing.(Letter to the editor)
October 5, 2007... I read your green issue with enthusiasm and it brought to mind a conversation I had recently with an environmentalist about direct mail. She had the perception that 'rainforests were being chopped down' to be used by the evil direct mail...

LETTER: Big issues end old divisions.(Letter to the editor)
October 5, 2007... The Head to Head on environmental impact (PM, September 21) raised many of the issues around this important topic. There is no doubt that finding a solution is complex but there are a couple of angles that are very straightforward - and...

LETTER: Recruitment key to word of mouth.(Letter to the editor)
October 5, 2007... In response to your feature 'Decline of the dollybirds' (PM, September 7), the key to word of mouth marketing techniques is to ensure the brand advocate is carefully matched to the client's audience. However, in order to achieve this...

VIEWPOINT: Segmentation is key to exploit long tail.
October 5, 2007... The lessons of the long tail are vitally important to direct marketers. With effective use of segmentation you can make it work for you rather than against you We're all used to the concept of profiling and segmenting data to identify...

LEADER: Apathy no longer enough for banks.
October 5, 2007... So, according to new research the vast majority of consumers - some 74 per cent of the population - are content with their financial services provider, and have no plans to switch to a rival. Now call me an old cynic, but does this ring...

PROFILE: Nurturing the loyal 'oui'.
October 5, 2007... Marc Bidou Maximiles survived the dotcom crash and has emerged as the biggest online loyalty programme in Europe. And as the market continues to expand there is still room for growth Sara Kimberley One of the biggest challenges...

Creative Critique: 05.10.07.
October 5, 2007... 'Right message, right time, right media' is the mantra we use for our work, so that's the theme I've adopted for this review. A mixed bag but overall encouraging. Becky McOwen-WIlson, creative director, Geronimo First on the desk: A...

CONSUMER INSIGHT: Striving to get the balance right.
October 5, 2007... With people working longer hours and struggling to juggle a career with a full family life, a new consumer group is on the rise People are working longer hours and there are more two earner households than ever before as parents aim to...

CONSUMER INSIGHT: Glenn and Tania - a day in the life.
October 5, 2007... Members of the Work-life Balance segment are most likely to be called 'Glenn' and 'Tania' Tania and Glenn's home isn't exactly luxury, but as Glenn likes to say, it's 'fair enough'. Big enough to run their franchised travel agency - in...

DATA QUALITY: Setting a standard.
October 5, 2007... Everyone in the industry agrees that data quality is crucial. But in the absence of a recognised, objective benchmark, the industry is missing a trick David Reed Data quality is an aspect of direct marketing about which everybody...

FULFILMENT: Everything in proportion.
October 5, 2007... It's over a year since Royal Mail stopped pricing letters and packages based solely on weight - how has the market adapted? Steve Hemsley Pricing in Proportion (PiP) launched last August after Royal Mail successfully persuaded...

LIST/INSERT FILE: Wine drinkers are affluent prospects.
October 5, 2007... Pieroth Wines is unveiling its database of 193,218 mail order buyers for rental through McCarthy O'Connor List Outsourcing. The company is a leading supplier of fine wines to the public. The file is 75 per cent male, aged 45 and above,...

LIST/INSERT FILE: Health buyers respond to charity.
October 5, 2007... Datafuel has released its file of over 3 million health product buyers for rental. This is a responsive list of mail order, 'off the page' and direct mail buyers with an average spend of #25. They have all bought from a range of...

LIST/INSERT FILE: Shopping channel unveils buyers.
October 5, 2007... Ideal World home shopping channel is releasing its file of buyers for rental through Listlab. The list is brand new to market and consists of 1.4 million buyers. Ideal World specialises in innovative products fashion, health and leisure,...

LIST/INSERT FILE: Christian charity reveals donors.
October 5, 2007... Christian charity World Emergency Relief is releasing its database of donors for rental through EDM Media. The charity gathers supplies including food, clothing and farming materials and distributes them worldwide to those in need. ...

LIST/INSERT FILE: Mail order firm updates list.
October 5, 2007... Health and Home Shopping has released its file of customers for rental through Independent Direct Marketing. The company offers its customers a range of value for money products including kitchenware, household goods, health, beauty and...

MOVING PEOPLE: Liquid hires for newly created planning role.
October 5, 2007... Liquid Communications has recruited Mark Hadfield to the newly created role of insights and inspirations planner. He joins the agency from healthcare strategy consultancy RKW where he held the position of creative consultant. In his new role...

MOVING PEOPLE: Newcastle agency recruits three to its team.
October 5, 2007... Newcastle-based integrated creative communications agency, Gardiner Richardson has boosted its team with the appointment of three new staff. With 11 years experience, Matt Clark joins as senior designer, following roles at Creation Publicity...

MOVING PEOPLE: Thompson appointed as O2 brand strategy head.
October 5, 2007... O2 UK has appointed Gav Thompson as its new head of brand strategy. His career spans 13 years in agencies across London, New York and Sydney including Abbott Mead Vickers BBDO and TBWA\London. He also set up communications agency, SHOP which...

MOVING PEOPLE: Meteorite bolsters creative team.
October 5, 2007... Direct marketing agency Meteorite, has appointed Alex Bass as head of copy. Bass joins the agency from Draft FCB where he held the position of group head. He previously won the DMA Grand Prix and has worked on the global and regional...

Nice Work: Caroline Swinburne.(Brief article)
October 5, 2007... Caroline Swinburne Operation standards manager Reach Responsibilities I'm responsible for implementing better working practices and sharing operational excellence across all the departments. My team and I are 'custodians' of, 'the...

IN BRIEF: OFT condemns African mailings.(Office of Fair Trading)(Brief article)
October 19, 2007... A South African company has been lambasted by the Office of Fair Trading (OFT) for sending misleading direct mail, as part of the regulator's sustained attack on prize draw scams. Gateway Direct, operating under the name 'Beverly Hills Jewelry'...

IN BRIEF: Thomas quits RMG Connect.(Brief article)
October 19, 2007... RMG Connect EMEA executive creative director Trefor Thomas has quit the agency, just over a year since taking on the role. It is not known if he has a job to go to. The former executive creative director at Saatchi & Saatchi X was hired by...

IN BRIEF: VisitScotland kicks off review.(Brief article)
October 19, 2007... VisitScotland is reviewing its pan-European online and customer management business. The Scottish Tourist Board is seeking agencies to handle the accounts across Germany, France, Italy, Netherlands, Spain and Sweden. The activity will focus...

Samaritans appeal to ease teen depression.
October 19, 2007... Samaritans is aiming to tackle the teenage issues of depression and self-harm in schools by launching a direct mail donor appeal to raise funds for its volunteer support services. The creative, produced by Flourish, uses the school...

CMW founder Clark sets up consultancy.
October 19, 2007... Clark McKay and Walpole (CMW) co-founder Jonathan Clark is launching a strategic agency, Onion, which will offer a range of services, including branding and direct marketing consultancy. Clark left CMW in 2006 after the agency secured a...

Charities under fire for using commercial sector strategies.
October 19, 2007... Marketers in the charity sector are failing to produce successful campaigns because they insist on using 'inappropriate' ideas taken from the commercial sector, according to one industry expert. Professor Adrian Sargeant from the Bristol...

Renault gears up for New Laguna.
October 19, 2007... Renault is launching a major blitz in anticipation of the launch of the New Laguna hatchback next month. The campaign marks the first time Renault has launched a promotional push in which online activity and direct mail are so closely...

Meteorite wins TFL business.(Transport for London)(Brief article)
October 19, 2007... Transport for London (TFL) has appointed Meteorite to handle a raft of integrated briefs in a bid to encourage Londoners to use public transport. The agency will work across TFL's marketing strategy, which will include online and outdoor...

IN BRIEF: NY launches global blitz.(Brief article)
October 19, 2007... The first-ever global campaign is being launched to encourage tourists to visit New York city. The integrated push, created by Bartle Bogle Hegarty, New York, will consist of print, TV and online advertising to further reinforce the...

IN BRIEF: OFT combats holiday scams.(Brief article)
October 19, 2007... The Office of Fair Trading is launching a campaign to prevent UK tourists falling victim to holiday scams while visiting Mediterranean destinations. The OFT's team is warning holidaymakers flying to Spanish resorts of the dangers of scams...

IN BRIEF: Ocean Finance rethinks direct.(Brief article)
October 19, 2007... Ocean Finance, the UK's leading finance broker, is aiming to boost its direct marketing activity for its range of secured loans and mortgages. The company is to implement Experian's campaign management solution, Experian Fusion, which will...

Sainsbury's singles out loyal customers.
October 19, 2007... Sainsbury's is aiming to boost sales of its Taste the Difference range by targeting loyal customers in a bid to engage them with the brand. The drive, created by Tullo Marshall Warren (TMW), will include a mailpack that gives customers...

Parkinson's seeks urgent funding.
October 19, 2007... The Parkinson's Disease Society is launching an urgent campaign to raise extra funds in light of a scientific breakthrough in the treatment of the disease. The campaign asks donors to help fund a three-year research project at Kings...

IN BRIEF: DMA: 'Business as usual not an option'.(Brief article)
October 19, 2007... The direct marketing industry has conceded that direct mail wastage must be slashed, admitting that 'business as usual is no longer an option' following the release of a Defra- backed report that claims cutting waste could save taxpayers up to...

IN BRIEF: Royal Mail reviews amid 'turmoil'.(Brief article)
October 19, 2007... Royal Mail has called a reviewing of its #20m direct marketing account, held by Proximity London, amid industry fears of a downturn in direct mail activity and potential loss of business caused by the postal dispute. Although the events are...

IN BRIEF: Data chiefs probe Labour cold calling.(Brief article)
October 19, 2007... The Information Commissioner (IC) is being urged to get tough on the Labour Party's use of automated telemarketing techniques, following complaints that the party is breaking the law. Labour could be found to be in breach of privacy...

Barnardo's overhauls e-marketing strategy.
October 19, 2007... Children's charity Barnardo's is revamping its online strategy as part of plans to bolster email marketing campaigns and give marketing teams instant access to results. The organisation has appointed Email Reaction to create, manage,...

LOVEFiLM expands digital reach.
October 19, 2007... Online DVD rental and entertainment site LOVEFiLM.com is expanding its Internet marketing reach by joining AffiliateFuture. Over 500,000 households already use the company's DVD rental and movie download services, and LOVEFiLM aims to...

Why postal dispute points way to future.
October 19, 2007... With the industry reeling from the Royal Mail disruption, we find ourselves with a timely reminder of why we must integrate our media. It is natural that we should be concerned about the effects the strike will have on our businesses, but it...

NS&I hunts agency to revamp database.(National Savings and Investments)(Brief article)
October 19, 2007... Treasury-backed National Savings & Investments (NS&I) is searching for a company to provide data analysis services and overhaul its customer database to support its strategic planning and tactical marketing activity. The public savings...

Norfolkline overhauls marketing strategy.
October 19, 2007... Norfolkline Ferries is overhauling its database marketing strategy by building a detailed picture of each customer. Over the past two years, the company has moved into the passenger ferry service. Previously it specialised in freight,...

Finance firms unprepared for new directive.(Survey)(Brief article)
October 19, 2007... Nearly two-thirds of finance firms are unable to comply with one of the key areas of the Markets in Financial Instruments Directive (MiFID), which requires them to be able to destroy customer data. A poll carried out for Storage Expo,...

A major opportunity for financial sector.(Brief article)
October 19, 2007... It is perhaps more important than ever for financial organisations to work on encouraging customer re-engagement and loyalty in their services. Aggressive acquisition strategies driving churn has become an increasing issue, and many have had...

ANALYSIS: Trusting to more than just the luck of the draw.
October 19, 2007... Once the preserve of the lucky - or unlucky - few, gambling is now taking on a mass appeal. With the rise of the online sector in particular, brands face an uphill struggle to attract and retain customers When it comes to betting, cynics...

ANALYSIS: Home shopping sector capitalises on Christmas.
October 19, 2007... With Christmas looming large, competition between high street retailers is fierce. But this is nothing compared to the battle raging in the online and home shopping sectors The countdown has begun: there are just 67 shopping days left...

ANALYSIS: Brand owners warned over Bluetooth 'cowboys'.
October 19, 2007... As Bluetooth marketing gains popularity among consumers, a lack of clarity over regulation threatens to muddy the waters for brands seeking to follow best practice The Information Commissioner's Office (ICO) decision to stop governing...

OPINION: Gearing up for the online retail battle.(Column)
October 19, 2007... Apologies for using the 'C' word, but it's nearly that time of year again and as retailers gear up it will be fascinating to see how the real and virtual outlets fare. Last year in the ten week run up to Christmas, UK consumers spent #7.66bn...

LETTER: Out of date targeting is hitting wrong audience.(Letter to the editor)
October 19, 2007... As the 50-year-old skipper of my local thirds, playing hooker between props whose combined age comes to less than 40, I really empathise with your recent Leader, 'Old but not so wrinkly' (precisionmarketing.co.uk). Targeting by age, gender,...

LETTER: Merged channels key to success.(Letter to the editor)
October 19, 2007... It was good to read in a recent Royal Mail survey that direct mail and online marketing increase consumer spend by 25 per cent when combined. This isn't such a surprise if you consider that giving a direct mail target an online response...

LETTER: Change needed in online attitude.(Letter to the editor)
October 19, 2007... Caught up in the thrill of measurable online marketing and interactive campaigns, far too few companies are paying any attention to what happens after the customer arrives on site. The poor experience, failed transactions and abandoned...

VIEWPOINT: Green doesn't have to mean negative.
October 19, 2007... Going carbon neutral can be beneficial for companies. As well as appealing to eco-savvy consumers, better targeting can cut wastage and costs Party conferences awash with climate change platitudes, An Inconvenient Truth mooted as part of...

LEADER: Is Royal Mail the account from hell?
October 19, 2007... So, could the timing of Royal Mail's #20m statutory direct marketing review actually be any worse? The triple whammy of the long-term decline in direct mail volumes, increased competition from rival operators, and a disgruntled workforce...