Precision Marketing articles from September 2006

Precision Marketing archives from September 2006

Industry defiant over 'junk' backlash.
September 8, 2006... Direct industry chiefs have come out fighting over the recent 'junk mail' furore, following the suspension of Welsh postie Roger Annies, who faces disciplinary action for advising customers on how to stop mailings. Both Royal Mail and...

Tesco appeases farms with Clubcard insight.(Tesco is offering an olive branch to farmers)(Brief article)
September 8, 2006... Tesco is offering an olive branch to farmers - one of its fiercest critics for squeezing margins on fresh produce - by providing Clubcard data to smaller farming communities which cannot afford to pay for official statistics. The data, to...

Time-Life data deal to slash marketing waste.(Brief article)
September 8, 2006... Direct-sell giant Time-Life is to overhaul its 8 million-strong global customer database to create a single view of each consumer, and at the same time slash the amount of money it wastes on marketing by up to 25 per cent. The DVD and...

PM research trashes 'junk mail' perception.
September 8, 2006... More than 80 per cent of consumers open and read direct mail, according to an exclusive Precision Marketing survey carried out by CCB, debunking recent press reports that the public are being driven to distraction by a mountain of 'junk...

Alzheimer's charity in online memories push.(World Alzheimer's Day )(Brief article)
September 8, 2006... The Alzheimer's Society is to encourage individuals to celebrate the use of their memory in an online campaign to raise #3m. The initiative, dubbed 'Million memories', is to coincide with World Alzheimer's Day on September 21. Developed...

Subaru launches free petrol blitz.(marketing)(Brief article)
September 8, 2006... Subaru, the sporty car marque, is offering consumers up to #3,000-worth of free petrol in an integrated drive. Television and press ads, direct mail and online activity will run until the end of the year. Elvis Communications has...

Superdrug fights back with 'yummy mummy' data trawl.(Superdrug Stores PLC)(Brief article)
September 8, 2006... Superdrug is signing up an army of 'yummy mummies' and young professional women as part of a new offensive against supermarkets and arch-rival Boots. The strategy has kicked off with a major online data-capture blitz, running until the...

Honda raises profile of executive Legend.(Honda Motor Europe Ltd.)(Brief article)
September 8, 2006... Honda is raising the profile of its premium models by devising a prospect relationship marketing strategy to promote its new executive saloon, the Legend. The initiative has resulted in an integrated campaign which will feature direct...

Capital One scraps 'hard sell' to push positive approach.
September 8, 2006... Financial services company Capital One is attempting to ditch its 'carpet-bombing' image by encouraging consumers to sort out their finances and overcome apathy. A #9m campaign, 'We make change easy', will comprise TV, press, online...

Baring targets IFAs in blitz for European funds.(Baring Asset Management Ltd.)(independent financial adviser)(Brief article)
September 8, 2006... Baring Asset Management is aiming to promote its top-performing European funds by exploiting the 'colourful language' of many working in the independent financial adviser (IFA) sector. The campaign, devised by Wand, features a 'swear box'...

Ancestry site plots first DRTV campaign.
September 8, 2006... Genealogy company Ancestry.co.uk is aiming to exploit UK consumers' fascination with family history - fuelled in part by the BBC's Who Do You Think You Are? - by becoming the first company in its sector to launch a DRTV campaign. The...

PM daily news and jobs to go live.
September 8, 2006... PrecisionMarketing.co.uk, the magazine's standalone website, is set to go live offering free news and job alerts. The site, which will be updated daily to provide breaking news and appointments, is to be backed by two weekly online...

IN BRIEF: 23red in regional expansion drive.(23red is opening two agencies in Nottingham and Lincoln)(Brief article)
September 8, 2006... London agency 23red is opening two agencies in Nottingham and Lincoln, called 23red Central. The Nottingham-based agency will launch first and be headed up by Stephanie and Paul Drakes, who will report to 23red chief executive Jane Asscher...

IN BRIEF: Knott to head Geronimo's digital arm.(new appointments of Andy Knott )(Brief article)
September 8, 2006... Former co-founder of Dare Digital Andy Knott has been appointed to run Geronimo's new digital arm. Knott will be responsible for managing strategic development of Geronimo's digital offering across online and mobile services, and ensuring...

IN BRIEF: Pete Burns fulfils Blonde ambition.(appointment at Cello Group)(Brief article)
September 8, 2006... Cello Group's direct marketing agencies, Navigator Responsive Advertising and The Leith Agency, have joined forces to launch a full- service digital agency, Blonde. The operation will be headed by managing director Pete Burns. He joins from...

IN BRIEF: Skills for Business in Web initiative.(Claydon Heeley Jones Mason)(Brief article)
September 8, 2006... The Skills for Business network is embarking on its first online initiative in an attempt to increase brand awareness of its activities, by driving senior employees to its microsite. The drive, developed by Claydon Heeley, will include banner...

Virgin Holidays aims for long-haul tourists.(advertising campaigns)(Brief article)
September 8, 2006... Virgin Holidays is encouraging customers to 'get more' from long-haul holidays to the Caribbean and the US, in an attempt to drive sales and brochure requests. The campaign includes outdoor activity, radio, direct mail and online...

Discount firm hires WWAV Leeds.(M and M Direct contracts with WWAV Rapp Collins )(Brief article)
September 8, 2006... One of the UK's leading sports and fashion discount home shopping operations, M and M Direct, is overhauling its marketing strategy as part of a three-year expansion plan. The company has appointed WWAV Rapp Collins Leeds to handle its...

Picking up new skills boosts market value.
September 8, 2006... Working in recruitment gives you a unique view of the sector you recruit for. You get the bird's eye view that agencies often just can't get. There have been many notable changes in the industry, not least of which is 'integration's'...

China direct industry turnover hits #400m.(Brief article)
September 8, 2006... Beijing The direct industry in China is expected to be worth 6bn yuan (#400m) this year - up to 5 per cent of the marketing industry's total turnover - just eight months after the ban on direct activity was lifted (PM October 14). The...

InterDirect Network in eastern expansion.(Europe The InterDirect Network)(Brief article)
September 8, 2006... Europe The InterDirect Network, an international affiliate scheme for independent direct marketing agencies which includes Tullo Marshall Warren, has expanded its global coverage by adding agencies from 15 European countries to its 28-nation...

Carlson opens office in United Arab Emirates.
September 8, 2006... Abu Dhabi Carlson Marketing is bolstering its presence in the Middle East by opening an office in the United Arab Emirates. The division will act as an operational and logistics centre for clients such as Etihad Airways. It is to also...

Coding systems begin to offer global insight.
September 8, 2006... I am often asked what global brand managers are looking for when measuring and evaluating the impact of campaigns. My reply is always the same: consistency and transferability of results across global markets. Marketers must be able to...

NEWS ANALYSIS: Are sponsored Web search links a waste of budget?
September 8, 2006... Research has found that more than two-fifths of users of online search engines do not look at sponsored links first when seeking products or services, with marked demographic differences Ask most marketing directors where they are...

The Facts: Search engine optimisation.
September 8, 2006... All you ever wanted to know about search engine optimisation but were too afraid to ask Search engine advertising is split into two areas, allowing brand owners to target specific users with certain interests. Ads are generally paid for...

NEWS ANALYSIS: Payment by results gaining new ground for charities.
September 8, 2006... With Cats Protection persuading a television channel to accept payment by results, some observers reckon it could open the DRTV door to smaller organisations. Will it? Payment by results (PBR) may well have been around more than a decade...

NEWS ANALYSIS: Are increasing online car sales a threat to dealers?(online car sales)
September 8, 2006... Sales of new cars were down 5 per cent in 2005, according to a report. Yet online sales have increased as consumers hunt down better deals. So are the days of the forecourt salesmen now numbered? Car salesmen have never been blessed with...

OPINION: New opportunities from growing ipTV.(Brief article)(Column)
September 8, 2006... There's a frisson of excitement in the direct marketing industry thanks to interest in ipTV, a teasing phrase that both describes the future of advertising and the delivery of video content through a high-speed broadband connection. ...

LETTER: Financial services shift of focus is encouraging.(Letter to the editor)
September 8, 2006... Your feature 'Valued customer strategies' (PM July 28) was particularly interesting in showing how many of the big-name financial service providers are now realising the long-term commercial impact of building a brand solely around a price...

LETTER: Time to define call centre role.(Letter to the editor)
September 8, 2006... I read with interest your Special Report on contact centres (PM July 28). The relationship between marketers and call centres is an important issue that is rarely addressed. Just whose responsibility the call centre function should be is...

VIEWPOINT: Trade brand control for customer insight.
September 8, 2006... The impact of digital marketing is such that companies will eventually be forced to relinquish their tight control over brand values in exchange for insight into individual consumer's tastes and preferences Marketing pundits are...

LEADER: Is 'junk mail' row a storm in a tea cup?(analysis of junk mails)
September 8, 2006... So, according to the national media, 'junk mail' is threatening the lives of us all, with the whole country being "driven to distraction by billions of mailings being shoved through letterboxes". Fuelled by the Daily Mail's inimitable shock...

PROFILE: Fresh face of age-old disease.(Cancer Research)
September 8, 2006... Anthony Newman Cancer Research's head of direct marketing has demonstrated wisdom beyond his years by switching the charity's focus from negative to positive Emma Rubach At 34, Cancer Research UK direct marketing director Anthony...

Creative Critique: 08.09.06.
September 8, 2006... The best work that Hall Moore CHI's Matthew Davis and Richard Megson have seen recently has arrived in their inboxes rather than letterboxes Adobe Dog digital Copywriter: Dave Lockhead Art director: Alex Wilson We're...

VERTICAL MARKETS: Custom built drive.(television advertising)
September 8, 2006... With car campaigns having to become more subtle and personalised to lure increasingly discerning prospects, agencies are under pressure to exploit digital technology In an increasingly crowded car market, firms can no longer rely on flashy...

VERTICAL MARKETS: Shop tactics.
September 8, 2006... Online business may appear to be surging at the expense of traditional mail order, but the firms in the driving seat are those which have been able to strike a balance between the two The home shopping sector is undergoing rapid change....

FIELD MARKETING: Bankrupt idea.
September 8, 2006... Given the pressure to prove ROI, field marketing agencies need to convince clients that you can put a fixed price on creativity. If shops are beaten down on price, they may focus less on the strategy and more on delivery David Reed ...

ADDRESS MANAGEMENT: Accurate assessment.(database)
September 8, 2006... Only the poorest of databases ever get to the stage where they are beyond repair. If the data is accurate when it enters the system, it is often unwise to dismiss its inherent value David ReedMost marketers say their database is between 80...

LIST/INSERT FILE: Children's charity file up for sale.(charity Children in Conflict )(Brief article)
September 8, 2006... The charity Children in Conflict (CIC) is releasing its list of over 19,000 donors through EDM Media. CIC works for children who live in war-torn parts of the world such as Sierra Leone and Rwanda, providing normality and peace by running...

LIST/INSERT FILE: Panache provides refreshed list.(Panache Creations Ltd.)(Brief article)
September 8, 2006... Knitwear and clothing mail order catalogue and online store Panache is unveiling its list through Fig Tree Direct Marketing. Names have been recruited through advertising in titles such as Saga and Yours. The profile is 100 per cent...

LIST/INSERT FILE: Letterbox puts data on market.(Letter to the editor)
September 8, 2006... Upmarket children's mail order company Letterbox is offering its updated list of over 200,000 names through Go Direct Marketing. This extensive catalogue is packed with unique gifts and practical products to suit children of all ages. The...

LIST/INSERT FILE: Wooden Toys releases names.(The Wooden Toys)(Brief article)
September 8, 2006... The Wooden Toys mail order catalogue and online store is operating an insert programme through Fig Tree Direct Marketing. The company sells traditional toys and games to parents of children aged primarily between two and ten. The profile...

LIST/INSERT FILE: Retail Finance updates offer.
September 8, 2006... The Retail Finance File is releasing its database through Jaywing. The group provides flexible credit options to consumers at point of sale. The file consists of active buyers of major household goods. Their spend ranges from #500 to...

MOVING PEOPLE: Underwired lures Nicol to client services role.(new appointments of Emma Nicol)(Brief article)
September 8, 2006... Digital agency Underwired has appointed Emma Nicol head of client services. Nicol joins from Tequila/London, where she was group account director on Canon and the London Business School, heading up a seven- strong team. Her remit will include...

MOVING PEOPLE: DNX appoints three new recruits.(new appointments)(Brief article)
September 8, 2006... Creative marketing firm DNX has recruited three members of staff. Adam Wright joins as a multimedia developer, Neil Sharland as an account executive, and Kate Spencer as a senior copywriter. Wright arrives from Dial Media, having worked on...

MOVING PEOPLE: Craik Jones promotes two to account director.(new appointments)(Brief article)
September 8, 2006... Craik Jones Watson Mitchell Voelkel has promoted Louise MacLean and Jessica Morgan from account managers to account directors. Previously at Arc, MacLean joined Craik Jones a year and-a-half ago as account manager, working on Unilever, Virgin...

MOVING PEOPLE: WWAV chooses Miller as planning partner.(new appointments of Bryan Miller )(Brief article)
September 8, 2006... WWAV Rapp Collins London has hired Bryan Miller as planning partner. He arrives from Whitewater, where he was director of planning, working with clients including the RSPCA, RNLI and Christian Aid. His remit will be planning for key clients...

MOVING PEOPLE: TW CAT hires Cousins as account director.(TW CAT appoints Trevor Cousins)(Brief article)
September 8, 2006... Brighton-based agency TW CAT has appointed Trevor Cousins account director. Cousins brings 13 years' experience in direct marketing fundraising. He will work primarily on National Deaf Children's Society campaigns. Following four years at the...

MOVING PEOPLE: Dig For Fire makes four appointments.(new appointments)(Brief article)
September 8, 2006... Dig For Fire has appointed Joel Arber, Stuart Caine, Rohan Lepps and Matt Dalton to boost its planning, creative and client services teams. Arber joins as senior planner, after working as an account director at Manchester-based Delineo and...

Coad raps 'myopic' regionals.
September 22, 2006... Tony Coad, one of the key players behind the Telegraph Group's database marketing revolution, has launched a stinging attack on 'myopic' local press barons, claiming their only solution to falling ad revenues and sales is to "cut costs and...

Scognamiglio lands group role in WWAV senior management rethink.(Marco Scognamiglio )(Brief article)
September 22, 2006... WWAV Rapp Collins has restructured its senior management team in a move which sees the chief executive of the London agency, Marco Scognamiglio, take over responsibility for group operations. Current group boss Chris Gordon has been...

Liquorice #2m Endo deal fuels Smarteez move.
September 22, 2006... Liquorice is turning its back on its traditional marketing agency service to concentrate on marrying data with digital, putting consumer insight - not "loss-making" creative - at the heart of its offer. The move follows the company's #2m...

IN BRIEF: Car industry tops customer survey.(Survey)(Brief article)
September 22, 2006... The automotive industry is the sector which best understands customer behaviour, leaving consumers 'very satisfied' with its services, according to a recent study. The research, compiled by Wegener DM, asked over 70,000 people about their...

IN BRIEF: Travelodge picks Datalytics to bolster insight.(Brief article)
September 22, 2006... Travelodge is embarking on its first database segmentation initiative, in a bid to gain a better understanding of customers and bolster marketing activity. The programme, which will analyse the hotel's 6 million annual customers, is being run...

IN BRIEF: Banks embrace outsourcing.(Brief article)
September 22, 2006... Nearly half of all UK banks outsource their direct marketing campaign management, according to a study. The research, by CDMS, claims that 42 per cent of UK firms outsource the entire process - up from 39 per cent two years ago (see News...

IN BRIEF: Bodies in South-west stories push.(tourism campaign launched by South West of England Regional Development Agency, South West Tourism and the South West Regional Assembly)(Brief article)
September 22, 2006... A group of organisations from the South-west of England is launching a two-pronged integrated campaign to lure both tourists and businesses to the region, under the banner 'South-west stories'. The drive, a joint initiative through the South...

Masterfoods aims Cesar at 'stylish' young women.(Brief article)
September 22, 2006... Masterfoods is repositioning premium dog food brand Cesar by targeting young, hip women to exploit the latest Hollywood trend - set by Paris Hilton and Britney Spears - of owning small dogs. A direct mail campaign, created by Joshua, is...

Warner Breaks email push lures over-50s.
September 22, 2006... Bourne Leisure Group-owned Warner Breaks has witnessed a 2,000 per cent return on investment from its latest email marketing campaign, with an opening rate of 46 per cent. The drive, devised by RedEye division e-relationship marketing...

Glenmorangie unveils luxury makeover bid.
September 22, 2006... Louis Vuitton aims to reposition scotch malt whisky Glenmorangie as a luxury brand with a responsive press and outdoor campaign. The drive, devised by 1576, will run from October to January in a range of supplements, magazines and the...

RMG hires OgilvyOne boss as Andersen and Harman quit.(appointed Linda Jackson at RMG Connect )(Nelly Andersen and Jonathan Harman resigns)(Brief article)
September 22, 2006... RMG Connect is attempting to calm the waters of a turbulent week - which has seen both EMEA chief executive Nelly Andersen and UK boss Jonathan Harman resign - by revealing it has hired OgilvyOne New York chief Linda Jackson. Jackson, who...

Lexus tracks pre-launch interest.(advertising by Partners Andrews Aldridge)(Brief article)
September 22, 2006... Lexus aims to spark interest in its new LS 460 luxury saloon - months before it actually becomes available - by launching a direct mail campaign to promote the model's 'impressive features'. The LS 460, which goes on sale in January, is...

First Direct in agency talks.(Brief article)
September 22, 2006... First Direct is talking to direct marketing agencies about a project, thought to involve drawing up brand guidelines. It is unlikely that the move will affect its relationship with its long- term agency Craik Jones Watson Mitchell Voelkel....

IN BRIEF: Email data co-op 'first'.(Holistic introduces service that allows marketers to pool their data)(Brief article)
September 22, 2006... Holistic is setting up what it claims is the UK's first email data co- operative, enabling marketers to pool their data and swap unique, quality email addresses. The Efinity model offers a completely managed service. Having joined, members...

IN BRIEF: Royal Mail offers 'DIY' stamps.(do it yourself work)(Brief article)
September 22, 2006... Royal Mail is launching an online service that allows customers to buy and print postage from their computers. The 'DIY' service can be accessed from any PC. Payment is made by prepay account, credit or debit card, providing a 'unique...

IN BRIEF: Vinnie Jones lures young to greyhounds.(Brief article)
September 22, 2006... Ladbrokes aims to widen the appeal of greyhound racing by ditching its 'flat-cap image to attract a younger audience. Fronted by ex-footballer Vinnie Jones, a greyhound owner, the drive has been created by Geoff Howe Marketing...

IN BRIEF: Kew hires Crazy Horse.(Crazy Horse Brand Warriors )(Brief article)
September 22, 2006... Kew Gardens has hired Crazy Horse Brand Warriors to promote its three- week Autumn Festival, taking place from October 7 to 29. The agency, appointed after a two-way pitch, is working closely with an inhouse design team to devise responsive...

Tequila creative rejig bolsters digital team.(Cordell Burke appointed at Tequila\London)(Brief article)
September 22, 2006... Tequila\London chief executive Tim Bonnet claims the appointment of OgilvyOne chief Cordell Burke is the 'final cog' in the agency's creative revamp, integrating digital services with its client offering. Burke has replaced Nick Moore, who...

Henderson unveils online account.(Henderson Global Investors )(Brief article)
September 22, 2006... Henderson Global Investors is to overhaul its marketing strategy to promote a new online brand, Itshenderson, that allows private investors to hold all of their investments in one place. The service, claimed to be the first of its kind to...

IN BRIEF: Bid to simplify non-EU data transfer.(European Union )(Brief article)
September 22, 2006... Sending personal information from within the European Union to non-EU states could be made far simpler following a move by the International Chamber of Commerce. The EU has strict legislation on the transfer of personal data, and brand...

IN BRIEF: LA Fitness in 'bingo wings' blitz.(advertising by Kitcatt Nohr Alexander Shaw)(Brief article)
September 22, 2006... LA Fitness is encouraging consumers to 'Enjoy your bingo wings, you won't have them much longer', as part of a responsive acquisition campaign to drive people to the gym after their summer holiday. The push, the second major marketing...

IN BRIEF: Lloyds TSB unveils Trustcard scheme.(Brief article)
September 22, 2006... Lloyds TSB is rolling out a points-based programme for its Trustcard loyalty scheme that will allow customers to receive an updated statement within hours. The bank has appointed Carlson Marketing to work on the programme, using its loyalty...

M&G acquisition blitz drives public online.(M and G Investments)(Brief article)
September 22, 2006... Fund management group M&G Investments is launching a customer acquisition campaign - the first since appointing Joshua - to promote its Recovery and Global Leaders Funds. The assault is to include press ads, direct mail and online...

Top P&G brands get awards boost.(Procter & Gamble Co wins ten of the 26 categories)(Brief article)
September 22, 2006... Product of the Year, an awards scheme which canvasses public opinion on the most popular packaged goods brands, is launching a campaign to promote a raft of lines from 2006 award winner Procter & Gamble (P&G). Running in 300 Co-op...

Media-neutral means putting customer first.
September 22, 2006... Media-neutral planning may be a well-used phrase that has been echoing within the walls of marketing departments for several years, but it remains an extremely important ingredient in the implementation of successful campaigns. ...

Aussie election row stirs 'junk mail' fears.(Brief article)
September 22, 2006... Sydney Federal government plans to increase politicians' printing allowances for the forthcoming election campaign has sparked a major row, fuelling fears of a 'junk mail' backlash. The Liberal government approved a rise in how much...

Carlson snaps up RMG Connect chief Rozen.(Doug Rozen appointed at Minneapolis Carlson Marketing )(Brief article)
September 22, 2006... Minneapolis Carlson Marketing has poached RMG Connect Chicago managing director and senior partner Doug Rozen to become vice-president of interactive marketing. The move comes in the same week that RMG UK chief Jonathan Harman also...

US post service consolidation plans gain ally.(Brief article)
September 22, 2006... New York The US Mailers Council is urging the Senate to support US Postal Service plans to close outdated and inefficient mail processing facilities. The USPS aims to consolidate these facilities to retain an affordable postal service,...

Netherlands out on viral marketing spree.
September 22, 2006... One of the most successful methods of gathering data in the Netherlands is viral marketing. Since 2002, many agencies in Amsterdam have successfully developed viral marketing campaigns. By making use of banner advertising and newsletters,...

NEWS ANALYSIS: Marketers 'in the dark over consumer empowerment'.(PM/CCB Insight Marketing-GAP Tracking Study)(Survey)
September 22, 2006... This year's PM/CCB Insight Marketing-GAP Tracking Study reveals a growing awareness of all preference services and greater willingness to opt out when providing personal details More and more consumers may well be opening and reading their...

NEWS ANALYSIS: Scotrail's passive approach puts response on track.
September 22, 2006... First Scotrail's Advance permission strategy allows customers to communicate their interests and preferences, bolstering response. Will others follow? Advocates of permission-based marketing received a major boost this week when rail...

NEWS ANALYSIS: Banks lead outsourced campaign management charge.
September 22, 2006... Now that a growing number of UK companies - nearly half of all banks - outsource their campaign management programmes, firms which provide the required cutting-edge technology are sitting pretty With the UK outsourcing market now worth an...

CONSUMER INSIGHT: Hunt for the 'super-rich' starts in London SW1.(identifying wealthy consumers)
September 22, 2006... In the first of a new series of articles looking at different sections of society, this week we unearth a group of 'super-rich' consumers who account for 0.46 per cent of UK households Ever wanted to know where to find the UK's...

OPINION: Is it time for media owners to worry?(Brief article)(Column)
September 22, 2006... Should media owners be nervous? The indicators for many of their revenue sources are not good: TV advertising down, press advertising stagnant, even the previously bullet-proof direct mail is in decline, meaning less income from renting out...

LETTER: Contact centres vital to a firm's endemic culture.(Letter to the editor)
September 22, 2006... I was shocked to read the statistic in your Special Report (PM July 28) that only 30 per cent of marketing managers believe the contact centre has a part to play in marketing their business. Good grief. Where on earth were these folks...