Direct Response articles from August 2002

Direct Response archives from August 2002

EDITORIAL: Dawn of Data Clinic.
August 31, 2002... This is the year that data struck back. Yes, after aeons spent playing understudy to creative's more brilliant star, the role of data in successful direct marketing is finally coming into its own. The rather large straw in the wind is the...

ONE-MINUTE BRIEFS: Opt-out text 'could have been worse'.
August 31, 2002... The direct marketing industry has given a cautious welcome to the publication of the first Electoral Register (ER) forms to include an ER opt-out. On the forms issued for the 2002 canvass, the anxiously-awaited opt-out 'tick box' is less...

ONE-MINUTE BRIEFS: ... as suppliers unveil ER alternatives.
August 31, 2002... The industry's largest data suppliers are preparing to launch new and revamped products positioned as Electoral Register (ER) replacements for prospecting and list cleaning purposes. They are in response to the fact that the opted-out ER...

ONE-MINUTE BRIEFS: Smart finalists unveiled.
August 31, 2002... SMART AWARDS Nearly 40 companies have been shortlisted as finalists in the 2002 Smart Awards, run by Direct Response magazine. The winners will be announced at a ceremony at the Grosvenor House Hotel, Park Lane, London on Tuesday 15...

ONE-MINUTE BRIEFS: Events planner.
August 31, 2002... SEPTEMBER 10 IDM Members' Evening : Room 101 with Martin Chillcott, Thomas Cook Venue: London. See: www.theidm.com 17-19 National Direct Marketing Show Venue: NEC Birmingham 17-18 Call Centre Expo UK Venue: NEC Birmingham 26 Marketing...

ONE-MINUTE BRIEFS: New Information Commissioner is consumer champion.
August 31, 2002... The person appointed to succeed Elizabeth France as Information Commissioner is a lawyer with a pedigree in defending the rights of consumers. Richard Thomas is to start his new post on 30 November, two months after France leaves to become...

ONE-MINUTE BRIEFS: Conference to cover data issues.
August 31, 2002... Leading data practitioners and database owners are to speak at a one-day seminar on data and database issues next month. Data 2002 will be held at the Dorchester Hotel, Park Lane, London on Wednesday 30 October 2002, and cover such topics...

ONE-MINUTE BRIEFS: Survey says high-income families are prone to opt-out.
August 31, 2002... Older people and high-income families are opting out of receiving direct mail, according to a new survey on attitudes towards receiving promotional material through the post. The survey by Experian found that high-income families, elderly...

ONE-MINUTE BRIEFS: Swetenhams to be bought by US firm.
August 31, 2002... List broking, management and software company Swetenhams is to be bought out by US marketing software firm Protagona later this month. The merged company will offer data provision, data integration and marketing automation tools. ...

ONE-MINUTE BRIEFS: Telemarketing spend up but DRTV suffers.
August 31, 2002... Telemarketing has strengthened its already strong grip on direct marketing budgets, according to the latest measure of UK direct marketing spend. The DMA (UK) Annual Census of the Direct Marketing Industry 2001-2002 reports that contact...

OPINION: Drayton Bird on ... charity advertising.
August 31, 2002... Charity advertising has different demands to 'selling' advertising - and most of it is very bad, because people don't understand them. Two faults are very common. First, agencies often dramatise the miseries of a situation so much it puts...

OPINION: Ken Gofton on ... mobiles and CRM.
August 31, 2002... According to market research company Taylor Nelson Sofres, we Brits are more tolerant than our European neighbours of mobile phones. Even so, almost half of all UK adults think they should be banned in public places. Absolutely. A central...

HOW TO: Plan a direct marketing campaign.
August 31, 2002... Direct marketing is a discipline, not a medium or channel and the creative is just the end product. Erminia Blackden runs through the basics of an effective campaign. Planning a direct marketing campaign does not start with the realisation...

CASE STUDY: British Horseracing Board - They're off! Racing takes its biggest gamble.
August 31, 2002... Horseracing was in the doldrums until it spent pounds 10m on a targeted campaign to broaden and track its audience. Suzy Bashford reports. Most UK households would rather fill their weekends with footie, the latest docu-soap on TV or...

LEGAL EAGLE: Duty to keep data current.
August 31, 2002... James Milligan fields questions on old Electoral Roll lists, SMS opt-in and marketing to children Q: I have some Electoral Roll data from prior to the Robertson case. Can I still use it under the new regulations? A: Yes, you can still...

CREATIVE MASTERCLASS: Ambient experience.
August 31, 2002... Ambient media has come of age, supporting sophisticated corporate launches to the exclusion of more traditional advertising. Gary Sharpen shows how to get the best from it. The past few years have seen a rapid and exciting increase in the...

DATA CLINIC: Ask the experts.
August 31, 2002... Leading database specialists answer readers' real life data-related problems. This month they tackle B2B customer profiling, data migration and profitability modelling. Q: We make and sell paint and decorating products, and have a sizeable...

DATA CLINIC: Get connected.
August 31, 2002... In the first of a new series, Acxiom's Lynne Clafton reviews the websites that help her get the most from her working day, from the latest statistics to restaurant reviews. Working for a customer and information management firm, it's...

DATA CLINIC: How to buy ... lifestyle data.
August 31, 2002... For the uninitiated, lifestyle data can be the most difficult to buy. Tracey Weinrib advises striking a balance between targeting, cost and response. 1. Understand selections/exclusions Given that typical lifestyle data surveys collect...

DATA CLINIC: Data Talk.
August 31, 2002... Life after the full Electoral Roll needn't be tough for clients requiring prospects. Chris Wright of BUPA believes the change may offer benefits, not least a reduction in direct mail's nuisance factor. So the fate of marketers' access to...

DATA CLINIC: What I do in data - Marc O'Regan, data planning director, Proximity London.
August 31, 2002... How did you arrive in this job? I joined BHWG (now Proximity London) in 1995 from Information For Marketing (Now Harte Hanks). Prior to that I was a planner at WWAV. 15 years ago people didn't what 'data planning' meant, so it's a...

DATA CLINIC: Jargon buster - BS7666 Part 3.
August 31, 2002... BS7666 Part 3 is the latest update to BS7666, the British Standard for 'spatial datasets for geographical referencing'. BS7666 establishes for databases a standard address format for every UK property and street - be it commercial, residential,...

DATA CLINIC: Data Health Check - Notts Forest FC.
August 31, 2002... With the demise of ITV Digital and the loss of TV revenue, hard-pressed football clubs must maximise the return they get on their databases, finds Noelle McElhatton. The case As every football fan knows, the pressure on clubs is more...

DATA CLINIC: Case Study - Tesco.
August 31, 2002... A growing desire to delve deeper into data for consumer insights have led to the creation of Lifestyles, a segmentation and modelling system based on customer shopping behaviour Noelle McElhatton reports. In the supermarket wars, the...

DATA CLINIC: Technique - Customer retention modelling.
August 31, 2002... In the world of customer relationship marketing, some of your customers will inevitably be more profitable than others. Lee Witherell tells you how to create a retention model to help identify the customers most worth keeping. Many...

DATA CLINIC: Software Guide - Address management.
August 31, 2002... As quality data is the backbone of true CRM, we thought a good place to begin this guide to marketing software was the address formatting arena. The following guide offers an 'at a glance' summary of the products available. The...

DATA CLINIC: A broker's view.
August 31, 2002... It's fair enough that desirable lists should come at a premium, but rental costs are far outstripping list quality. Jonathan Burston asks who decides on the price of data. Are the costs of postal data too high? The reason I ask is that it...

DATA CLINIC: Which list? A round-up of new or updated consumer, business and online lists.
August 31, 2002... NEW LISTS CONSUMER Really Useful Theatres London theatre group Really Useful Theatres is launching its list of opt-in ticket-buyers though HLB. The file contains details of 91,184 theatregoers, who are predominantly female and affluent....

PRINT AND MAIL: Mail in one piece.
August 31, 2002... Can the one-piece mailer shrug off its cheap and cheerful image? Ruaraidh Thomas of Vertis believes new formats and printing technology allow it to compete with the glossiest mail pack. Among the panopoly of choice available to direct...

NATIONAL DIRECT MARKETING SHOW: DM world looks north.
August 31, 2002... A new show aimed at smaller companies from the Midlands and the North is opening for business in September, reports David Murphy. All the indications are it will be a resounding success. When the National Direct Marketing Show opens for...

CALL CENTRES: Secrets of great outbound telemarketing.
August 31, 2002... The words 'cold calling' are enough to make any marketer break into a cold sweat. Here we ask four leading telemarketing practitioners to share their tips on how to get outbound calling right. Secret 1: Combine outbound with direct mail...

CALL CENTRE EXPO PREVIEW: Ringing in the changes.
August 31, 2002... This year's show promises more than 250 exhibitors and a full conference programme. Clive Walker reports. These are difficult days for the call centre industry. What with talk of transatlantic recession, increased overseas competition and...

MOVERS & SHAKERS: Clients - Microsoft.
August 31, 2002... Microsoft has drafted in Steve Guggenheimer, senior director of business strategy in the US, to the newly created position of director of customer and partner experience for the UK.

MOVERS & SHAKERS: Suppliers - Claritas.
August 31, 2002... Claritas has appointed Richard Malivoire as its director of financial services. He has worked for Equifax and, more recently, Consumer Surveys.

MOVERS & SHAKERS: Suppliers - Swetenhams.
August 31, 2002... Swetenhams has promoted James Taylor to the new post of UK list broking director. Taylor began his career at Claritas and has worked for Swetenhams since 1995.

MOVERS & SHAKERS: Suppliers - Mail Marketing International.
August 31, 2002... Mail Marketing International has named Mike Hughes as chief executive. Formerly deputy chief executive, he has 12 years' industry experience.

MOVERS & SHAKERS: Suppliers - Information Arts.
August 31, 2002... Database consultancy Information Arts has appointed Isobel McKenna, formerly of D&B Global Sales, as senior business development manager, Tim Rayner as a statistical data analyst, and Anna Bracher, previously database marketing manager at...

MOVERS & SHAKERS: Suppliers - Broadsystem.
August 31, 2002... Broadsystem managing director Alex Green has ended his five-year stint with the company. Caroline Worboys, the current deputy managing director, has moved into the MD role.

MOVERS & SHAKERS: Suppliers - MM Group.
August 31, 2002... Mike Hughes, grandson of the late founder of MM Group, Vera Hughes, has been made chairman, with a remit to implement a multi-million pound investment programme.

MOVERS & SHAKERS: Agencies - 141.
August 31, 2002... Integrated agency 141 has poached Vanessa Hogg from Interfocus for the new role of business development director. 141 has also lured Gavin Hilton from Tequila, London, to be its first strategic planning director, and hired Suzanne Darmory as...

MOVERS & SHAKERS: Agencies - The Domain Group.
August 31, 2002... The London office of The Domain Group has picked Simon Turner as strategic planner. Turner joins from Lion, where he was account director and strategy consultant.

MOVERS & SHAKERS: Agencies - EHS Brann.
August 31, 2002... EHS Brann's Leeds agency has hired Shirelle Pexton as account manager from Charles Walls Group and Louise Yau as junior account manager from Provident Financial.

MOVERS & SHAKERS: Agencies - Aerodeon.
August 31, 2002... Mobile marketing agency Aerodeon has appointed Nick Wiggin, ex-research director at Optimum Media Direction for Singapore and Europe, as planning director.

MOVERS & SHAKERS: Agencies - Proximity London.
August 31, 2002... Annette Donnelly has rejoined Proximity London to lead the agency's new business drive. Annette was business development director at Barraclough Hall Woolston Gray.

MOVERS & SHAKERS: Agencies - Mason Zimbler.
August 31, 2002... Technology marketing outfit Mason Zimbler has hired Liz Fookes as senior account director. She was senior account director at Rapier on NTL and Halifax Credit Card Services.

MOVERS & SHAKERS: Agencies - Millennium.
August 31, 2002... Millennium, the over-50s marketing agency, has launched an online division, Millennium Interactive, headed by Lister Park, formerly managing director of FreeInternet Group.

SECRETS OF MY SUCCESS: Jo Arscott, Creative director at 141 UK.
August 31, 2002... 1984. I'm sat opposite Dave Brown, creative director at CDP. He looks at seven awful 'ads' - managing to keep a straight face. He says: 'They're better than what I could do at seventeen. Go to Watford College.' You needed two A-Levels to...