Direct Response articles from April 2002

Direct Response archives from April 2002

EDITORIAL: Hands up for hands on.(quality control in direct marketing)(Brief Article)(Editorial)
April 30, 2002... In the fun stakes, clients might be forgiven for ranking a visit to a mailing house somewhere between a VAT audit and root canal work. But far more likely to wipe a smile off the client's face is a botched mailing that inflicts damage much...

ONE-MINUTE BRIEFS: Royal Mail unveils simplified service - Postal Services.(direct advertising)(Brief Article)
April 30, 2002... The industry is giving a cautious welcome to Royal Mail's long-awaited proposed new pricing scheme for advertisers (see panel) due to launch later this month. The key elements of the service, aimed at advertising direct mail, will be...

ONE-MINUTE BRIEFS: Smart revamp puts spotlight on suppliers - Awards.(Direct Response and Haymarket Events revamps 'Smart Awards')(Brief Article)
April 30, 2002... The Smart Awards, run by Direct Response and Haymarket Events, have been revamped to put greater emphasis on the role of suppliers in the direct marketing process. A new Supplier of the Year award is being introduced. There are also new...

ONE-MINUTE BRIEFS: MMA backs SMS adverts - SMS Marketing.(Mobile Marketing Association's reviews short message service advertising)(Brief Article)
April 30, 2002... The effectiveness of mobile campaigns has been underlined by independent research conducted by InterQuest for the Mobile Marketing Association. A study of campaigns undertaken by mobile marketing firms 12snap, Flytxt and Mindmatic revealed...

ONE-MINUTE BRIEFS: France wants curtailed access to B2B files - Business-to-business.(Elizabeth France addresses Direct Marketing Association legal conference)(Brief Article)
April 30, 2002... Access to key public B2B data files such as the Register of Directors and Secretaries should be curtailed, the Information Commissioner Elizabeth France has told direct marketers. France made her remarks during question time at a legal...

ONE-MINUTE BRIEFS: FMCG giants to create global databases - Database marketing.(fast moving consumer goods giants Procter and Gamble and Reckitt Benckiser PLC)(Brief Article)
April 30, 2002... Two of the world's leading household goods manufacturers, Procter & Gamble and Reckitt Benckiser, are planning to create their first global permission marketing databases. The moves are yet further evidence of the increasingly global...

OPINION: Drayton Bird on ... relationships.(Brief Article)
April 30, 2002... What are your priorities for success? They are exceedingly simple. You want to locate a good prospect for what you offer, make that prospect a customer and turn that customer into a friend. The secret of success is to treat people in a way...

OPINION: Ken Gofton on ... wasted mailshots.(Brief Article)
April 30, 2002... Let's splash out. I'm feeling extravagant. Hang it. I'll have a big one - yes, a whole pint of lemonade shandy, all in one go. Of course, I realise that the rest of you may not be able to afford to share in this splurge and I fully understand....

HOW TO: Buy lists and data across the Continent - Europe's list market is growing rapidly. To aid your campaign planning, Tracey Weinrib takes stock of the varying list practices across the Continent.(Brief Article)
April 30, 2002... Europe is an increasingly popular market for direct sellers. If you're embarking on a pan-European campaign for the first time, there are infrastructural differences that you'll need to take heed of, in particular to do with lists. Europe...

LEGAL EAGLE: Keeping up with the Act - Jodie Sangster fields questions on how to steer clear of the pitfalls of the Data Protection Act 1998.(Brief Article)
April 30, 2002... Q: I'm considering using a US-based e-mail bureau to handle my next e-marketing campaign. What data protection safeguards should I seek to comply with EU regulations? A: The Data Protection Act 1998 makes a distinction between a 'data...

CREATIVE MASTERCLASS: Technicolour texting - SMS advertising is underrated but it offers access to a unique market. Andrew Jones says brands need to do more to exploit creativity in text.(Brief Article)
April 30, 2002... Presented with the challenge of creating a memorable, high-impact SMS campaign, the first hurdle faced by a creative is posed by technological constraints. After all, you've only got 160 text characters to play with. What I say to that is...

WHICH LIST?: A round-up of new or updated consumer, business and online lists.
April 30, 2002... NEW LISTS Consumer lists 'Competitive golfers' Marketing and Media Solutions (MMS) has been appointed to manage a new list, Competitive Golfers, featuring names of players who have entered the International Pairs golf tournament...

ADS ON TRIAL.(Brief Article)
April 30, 2002... Agency creatives give a direct response spin to three high-profile, above-the-line campaigns. Aha - the integration question. This, if you're wondering, was first posed by a high-profile creative director who rang me to say: 'We've had the...

MOVERS & SHAKERS: Suppliers - Deutsche Post Global Mail.(appointments made)(Brief Article)
April 30, 2002... Deutsche Post Global Mail has appointed Alan Goddard as managing director. Goddard was previously a director with the Royal Mail and the Irish post office, An Post.

MOVERS & SHAKERS: Suppliers - Vertis Europe.(appointments)(Brief Article)
April 30, 2002... Vertis Europe has made appointments to its UK marketing technology division Vertis Information Services. Ben Jackson becomes a business development manager along with Paul Philip Bayliss. Daniel Cross joins as a technical sales consultant while...

MOVERS & SHAKERS: Suppliers - Havas Advertising Group.(makes appointments for its contract centre division)(Brief Article)
April 30, 2002... Havas Advertising Group has launched its contact centre division Brann Contact as a separate entity from Brann Worldwide and renamed it Contact 24. It has appointed Russ Hewitt as managing director, replacing Laurie Jeffrey who becomes...

MOVERS & SHAKERS: Suppliers - Blue Wave.(Andrew Hindson appointed)(Brief Article)
April 30, 2002... Blue Wave, the market planning and customer management consultancy, has hired Andrew Hindson as senior data analyst. Hindson joins from Brann Worldwide, where he was database director.

MOVERS & SHAKERS: Suppliers - Communisis dm.(appointments made)(Brief Article)
April 30, 2002... Communisis dm has made two senior appointments. Kevin Mills becomes business development manager while Andrew Keighley takes up an account director role for financial services clients.

MOVERS & SHAKERS: Suppliers - Response Direct Publishing.(appointments)(Brief Article)
April 30, 2002... Card decks publisher Response Direct Publishing has appointed Jason Flookes and Raj Joshi as account managers.

MOVERS & SHAKERS: Suppliers - Blue Sheep.(Brief Article)
April 30, 2002... Jo Langhorne joins business information specialist Blue Sheep as marketing manager. The appointment is part of the company's expansion drive.

MOVERS & SHAKERS: Agencies - Brahm.(David Marsh appointed)(Brief Article)
April 30, 2002... David Marsh joins communications agency Brahm as head of direct marketing.

MOVERS & SHAKERS: Agencies - 141.(Jo Arscott joins 141 Communicator)(Brief Article)
April 30, 2002... Jo Arscott joins integrated agency 141 as creative director, having been poached from Saatchi & Saatchi. Arscott will work with 141 managing director Dennis Kerslake on developing a client base that includes drink brands Ballantine's and...

MOVERS & SHAKERS: Agencies - Communicator.(Sean Roberts)(Brief Article)
April 30, 2002... Sean Roberts joins Communicator, the DM and sales promotion agency recently formed out of 141, as creative director. Roberts has worked for Marketing Drive in Sydney. He is best known in the UK for his campaigns on behalf of Holsten Pils and...

MOVERS & SHAKERS: Agencies - JDA.(Brief Article)
April 30, 2002... JDA has made several promotions as part of an internal rejig. Mike Ashton becomes strategic communications director. Andy Miles takes up the data planner role, while Nicola Fearn and Anna Higgins become senior account managers. Fay Holmes is...

MOVERS & SHAKERS: Agencies - Ping Communications.(Brief Article)
April 30, 2002... Mike Barren has been appointed as group account director at Ping Communications.

E-DATA: Health check on e-data - E-mail and SMS lists are the new - and unproven - kids on the data block. HLB's Dominic Murdoch assesses the benefits and dangers of the latest sources of information.
April 30, 2002... When Cadbury Schweppes recently announced a big leap in sales for 2001 over the previous year, the confectionery giant singled out an SMS campaign for the Cadbury's chocolate range as a key element in its sales success. Such public endorsement...

ASK THE EXPERTS: Leading suppliers in the DM industry answer readers' workaday problems.(direct marketing)(Column)
April 30, 2002... Send your queries: Ask the Experts, Direct Response, 174 Hammersmith Road, London W6 7JP How can I ensure my inserts are targeted? Answer: Profile your existing customer base using a B2B profile rather than a consumer one. This will...

DATA MANAGEMENT: Clean up your data act.(Column)
April 30, 2002... In this hypothetical case study Adam Powell of UKChanges highlights the challenges faced in overhauling and cleaning a company's disparate data sources. The companies featured - Sunshine Trading and Data Biz - are fictitious Clean,...

MAIL PRODUCTION: Quality control step by step - Print production quality has a strong grip on the effectiveness of direct mail. Noelle McElhatton outlines the key elements in quality control.
April 30, 2002... Direct mail is a powerful communication tool that, if badly produced, can destroy a company's reputation. As a consumer you may have experienced the mailing with the special rub-off ink or the one with a glaring typo on the envelope. Perhaps,...

DOOR DROPS VERSUS DIRECT MAIL - WHICH IS BETTER?: Door-to-door and direct mail can find themselves competing head on in the hearts and minds of clients. Simon Foster of PHD Confidential weighs up their respective strengths.(Column)
April 30, 2002... Being asked a question like this is a bit like being asked to advise whether road, rail or air is the best way to travel from London to Leeds. The answer, at the outset, is fairly straightforward. All routes can get you there, but in...

SECRETS OF MY SUCCESS: Clive Humby, Chairman, dunnhumby.(Brief Article)(Column)
April 30, 2002... It was boredom that got me my first big break. When I joined East Midlands Gas as a programmer on pipeline systems I didn't know how dull big businesses could be. They were punch-card days and the results of your efforts took a long time to...

EDITORIAL: Hands up for hands on.
April 30, 2002... In the fun stakes, clients might be forgiven for ranking a visit to a mailing house somewhere between a VAT audit and root canal work. But far more likely to wipe a smile off the client's face is a botched mailing that inflicts damage much...

ONE-MINUTE BRIEFS: Royal Mail unveils simplified service - Postal Services.
April 30, 2002... The industry is giving a cautious welcome to Royal Mail's long-awaited proposed new pricing scheme for advertisers (see panel) due to launch later this month. The key elements of the service, aimed at advertising direct mail, will be...

ONE-MINUTE BRIEFS: Smart revamp puts spotlight on suppliers - Awards.
April 30, 2002... The Smart Awards, run by Direct Response and Haymarket Events, have been revamped to put greater emphasis on the role of suppliers in the direct marketing process. A new Supplier of the Year award is being introduced. There are also new...

ONE-MINUTE BRIEFS: MMA backs SMS adverts - SMS Marketing.
April 30, 2002... The effectiveness of mobile campaigns has been underlined by independent research conducted by InterQuest for the Mobile Marketing Association. A study of campaigns undertaken by mobile marketing firms 12snap, Flytxt and Mindmatic revealed...

ONE-MINUTE BRIEFS: France wants curtailed access to B2B files - Business-to-business.
April 30, 2002... Access to key public B2B data files such as the Register of Directors and Secretaries should be curtailed, the Information Commissioner Elizabeth France has told direct marketers. France made her remarks during question time at a legal...

ONE-MINUTE BRIEFS: FMCG giants to create global databases - Database marketing.
April 30, 2002... Two of the world's leading household goods manufacturers, Procter & Gamble and Reckitt Benckiser, are planning to create their first global permission marketing databases. The moves are yet further evidence of the increasingly global...

OPINION: Drayton Bird on ... relationships.
April 30, 2002... What are your priorities for success? They are exceedingly simple. You want to locate a good prospect for what you offer, make that prospect a customer and turn that customer into a friend. The secret of success is to treat people in a way...

OPINION: Ken Gofton on ... wasted mailshots.
April 30, 2002... Let's splash out. I'm feeling extravagant. Hang it. I'll have a big one - yes, a whole pint of lemonade shandy, all in one go. Of course, I realise that the rest of you may not be able to afford to share in this splurge and I fully understand....

HOW TO: Buy lists and data across the Continent - Europe's list market is growing rapidly. To aid your campaign planning, Tracey Weinrib takes stock of the varying list practices across the Continent.
April 30, 2002... Europe is an increasingly popular market for direct sellers. If you're embarking on a pan-European campaign for the first time, there are infrastructural differences that you'll need to take heed of, in particular to do with lists. Europe...

LEGAL EAGLE: Keeping up with the Act - Jodie Sangster fields questions on how to steer clear of the pitfalls of the Data Protection Act 1998.
April 30, 2002... Q: I'm considering using a US-based e-mail bureau to handle my next e-marketing campaign. What data protection safeguards should I seek to comply with EU regulations? A: The Data Protection Act 1998 makes a distinction between a 'data...

CREATIVE MASTERCLASS: Technicolour texting - SMS advertising is underrated but it offers access to a unique market. Andrew Jones says brands need to do more to exploit creativity in text.
April 30, 2002... Presented with the challenge of creating a memorable, high-impact SMS campaign, the first hurdle faced by a creative is posed by technological constraints. After all, you've only got 160 text characters to play with. What I say to that is...

WHICH LIST?: A round-up of new or updated consumer, business and online lists.
April 30, 2002... NEW LISTS Consumer lists 'Competitive golfers' Marketing and Media Solutions (MMS) has been appointed to manage a new list, Competitive Golfers, featuring names of players who have entered the International Pairs golf tournament...

ADS ON TRIAL.
April 30, 2002... Agency creatives give a direct response spin to three high-profile, above-the-line campaigns. Aha - the integration question. This, if you're wondering, was first posed by a high-profile creative director who rang me to say: 'We've had the...

MOVERS & SHAKERS: Suppliers - Deutsche Post Global Mail.
April 30, 2002... Deutsche Post Global Mail has appointed Alan Goddard as managing director. Goddard was previously a director with the Royal Mail and the Irish post office, An Post.

MOVERS & SHAKERS: Suppliers - Vertis Europe.
April 30, 2002... Vertis Europe has made appointments to its UK marketing technology division Vertis Information Services. Ben Jackson becomes a business development manager along with Paul Philip Bayliss. Daniel Cross joins as a technical sales consultant while...

MOVERS & SHAKERS: Suppliers - Havas Advertising Group.
April 30, 2002... Havas Advertising Group has launched its contact centre division Brann Contact as a separate entity from Brann Worldwide and renamed it Contact 24. It has appointed Russ Hewitt as managing director, replacing Laurie Jeffrey who becomes...

MOVERS & SHAKERS: Suppliers - Blue Wave.
April 30, 2002... Blue Wave, the market planning and customer management consultancy, has hired Andrew Hindson as senior data analyst. Hindson joins from Brann Worldwide, where he was database director.

MOVERS & SHAKERS: Suppliers - Communisis dm.
April 30, 2002... Communisis dm has made two senior appointments. Kevin Mills becomes business development manager while Andrew Keighley takes up an account director role for financial services clients.

MOVERS & SHAKERS: Suppliers - Response Direct Publishing.
April 30, 2002... Card decks publisher Response Direct Publishing has appointed Jason Flookes and Raj Joshi as account managers.

MOVERS & SHAKERS: Suppliers - Blue Sheep.
April 30, 2002... Jo Langhorne joins business information specialist Blue Sheep as marketing manager. The appointment is part of the company's expansion drive.

MOVERS & SHAKERS: Agencies - Brahm.
April 30, 2002... David Marsh joins communications agency Brahm as head of direct marketing.

MOVERS & SHAKERS: Agencies - 141.
April 30, 2002... Jo Arscott joins integrated agency 141 as creative director, having been poached from Saatchi & Saatchi. Arscott will work with 141 managing director Dennis Kerslake on developing a client base that includes drink brands Ballantine's and...

MOVERS & SHAKERS: Agencies - Communicator.
April 30, 2002... Sean Roberts joins Communicator, the DM and sales promotion agency recently formed out of 141, as creative director. Roberts has worked for Marketing Drive in Sydney. He is best known in the UK for his campaigns on behalf of Holsten Pils and...

MOVERS & SHAKERS: Agencies - JDA.
April 30, 2002... JDA has made several promotions as part of an internal rejig. Mike Ashton becomes strategic communications director. Andy Miles takes up the data planner role, while Nicola Fearn and Anna Higgins become senior account managers. Fay Holmes is...

MOVERS & SHAKERS: Agencies - Ping Communications.
April 30, 2002... Mike Barren has been appointed as group account director at Ping Communications.

E-DATA: Health check on e-data - E-mail and SMS lists are the new - and unproven - kids on the data block. HLB's Dominic Murdoch assesses the benefits and dangers of the latest sources of information.
April 30, 2002... When Cadbury Schweppes recently announced a big leap in sales for 2001 over the previous year, the confectionery giant singled out an SMS campaign for the Cadbury's chocolate range as a key element in its sales success. Such public endorsement...

ASK THE EXPERTS: Leading suppliers in the DM industry answer readers' workaday problems.
April 30, 2002... Send your queries: Ask the Experts, Direct Response, 174 Hammersmith Road, London W6 7JP How can I ensure my inserts are targeted? Answer: Profile your existing customer base using a B2B profile rather than a consumer one. This will...

DATA MANAGEMENT: Clean up your data act.
April 30, 2002... In this hypothetical case study Adam Powell of UKChanges highlights the challenges faced in overhauling and cleaning a company's disparate data sources. The companies featured - Sunshine Trading and Data Biz - are fictitious Clean,...

MAIL PRODUCTION: Quality control step by step - Print production quality has a strong grip on the effectiveness of direct mail. Noelle McElhatton outlines the key elements in quality control.
April 30, 2002... Direct mail is a powerful communication tool that, if badly produced, can destroy a company's reputation. As a consumer you may have experienced the mailing with the special rub-off ink or the one with a glaring typo on the envelope. Perhaps,...

DOOR DROPS VERSUS DIRECT MAIL - WHICH IS BETTER?: Door-to-door and direct mail can find themselves competing head on in the hearts and minds of clients. Simon Foster of PHD Confidential weighs up their respective strengths.
April 30, 2002... Being asked a question like this is a bit like being asked to advise whether road, rail or air is the best way to travel from London to Leeds. The answer, at the outset, is fairly straightforward. All routes can get you there, but in...

SECRETS OF MY SUCCESS: Clive Humby, Chairman, dunnhumby.
April 30, 2002... It was boredom that got me my first big break. When I joined East Midlands Gas as a programmer on pipeline systems I didn't know how dull big businesses could be. They were punch-card days and the results of your efforts took a long time to...