Direct Response articles from January 2002

Direct Response archives from January 2002

OPINION: Drayton Bird on ... boasting.(truth is more effective in advertising)(Brief Article)(Column)
January 1, 2002... George R Rowell, a US ad agency owner, once wrote down some hard and fast rules about advertising: 'Come right down to the facts, boldly, firmly, unflinchingly. Leave out all the 'ifs'. Do not claim too much, but what you do claim must be...

OPINION: Ken Gofton on ... the meaning of CRM.(customer relation management)(Brief Article)(Column)
January 1, 2002... Exclusive - minutes of emergency board meeting of A Very Large Organisation, November 23, 2001. Chairman: This is our peak season and everything is chaos. What's up? Mark Tinmix, marketing chief: It's the CRM system. We've had the...

LEGAL EAGLE: Keeping it all above board - Jodie Sangster fields questions on the validity of offers and complying with the Data Protection Act 1998.(Brief Article)(Column)
January 1, 2002... Q: We are a small stationery supplier and we sent out a direct mail piece offering a product at a reduced price. However, the address on the literature was incorrect and now, some time later, we are still receiving orders from customers who are...

CREATIVE MASTERCLASS: E-mails with meaning - The flexibility of e-mail is only just being realised. But how you use it as a marketing tool will determine its realtime success.(Brief Article)(Column)
January 1, 2002... E-mail has only been mainstream for around five years. Yet it is estimated that 7 trillion e-mails will arrive in our in-boxes over 2002. By 2004, e-mail marketing will be worth in excess of dollars 5 billion (pounds 3.1 billion). So...

ADS ON TRIAL: Agency creatives give a direct response spin to three high-profile, above-the-line TV campaigns.(Brief Article)(Column)
January 1, 2002... 1. SONY PLAYSTATION 2/TBWA LONDON A sub-Jaws spoof where the fishing boat cuts its engine mid-ocean and a crew member starts to bale chum over the stern. That's great gouts of fish-heads, guts and blood to attract savage Great Whites. ...

MOVERS & SHAKERS: Suppliers - CCB.(gets new head of data operations)(Brief Article)
January 1, 2002... Marion Wilson has joined profits-from-data consultancy CCB as head of data operations, to take over the day-to-day running of its database operation. Wilson has a decade of data management experience, having worked for the TSB Trust Company,...

MOVERS & SHAKERS: Suppliers - Rocket Science.(gets new director)(Brief Article)
January 1, 2002... Mark Patron, formerly managing director of Claritas UK and executive vice president of VNU Marketing Information Europe BV, has joined data engineering consultancy Rocket Science, as a non-executive director. Patron will work alongside chief...

MOVERS & SHAKERS: Suppliers - CACI.(gets new director of financial services)(Brief Article)
January 1, 2002... CACI has appointed Suzanne Soper, former global database director at Morgan Stanley, as director of financial services

MOVERS & SHAKERS: Suppliers - DataForce.(Brief Article)
January 1, 2002... Sue Ainsley, previously at Mailcom, joins DataForce as strategic client director. Her remit will be helping clients to plan and implement campaigns.

MOVERS & SHAKERS: Agencies - EHS Brann.(gets new chairman)(Brief Article)
January 1, 2002... Terry Hunt is the new chairman of EHS Brann, after the recent merger between ehs:realtime and Brann. Mike Horne is the new agency's managing director and will report to Roy Boss, Brann Worldwide European president and chief officer.

MOVERS & SHAKERS: Agencies - Davies Little Cowley Fiddes.(Brief Article)
January 1, 2002... Davies Little Cowley Fiddes has promoted Gareth John to creative director, following the departure of Mark Fiddes. Fiddes has joined KLP Euro RSCG as third creative partner.

MOVERS & SHAKERS: Agencies - JDA.(Brief Article)
January 1, 2002... JDA has appointed Jeanette Greaves as production manager for its print buying arm MiniMail. Joining Greaves will be Dan Prendergast as new media developer and Emma Broughton as media executive with sister company Drama.

MOVERS & SHAKERS: Agencies - HHM.(gets new chairman)(Brief Article)
January 1, 2002... Edward Mason, former CEO at Claydon Heeley Jones Mason, has returned to the industry following sabbatical leave to become chairman of HHM. The agency has grown from 26 to 58 employees in the last 12 months and hopes to double its turnover to...

MOVERS & SHAKERS: Agencies - Toast.(agency Toast formed by three partners)(Brief Article)
January 1, 2002... Three former Team LGM directors have launched a below-the-line agency called Toast. Annie Lord, former client services director, is joined by Greg Sendell and Michael Beattie as founding partners of the start-up.

MOVERS & SHAKERS: Clients - ITV Digital.(gets new director of customer relationship marketing)(Brief Article)
January 1, 2002... Deborah Corless has been appointed as director of customer relationship marketing at ITV Digital. Corless, who spent six years at Telecom New Zealand, will attempt to reduce the service's churn rate through direct communications and loyalty...

MOVERS & SHAKERS: Clients - Amazon.(Gavin Wheeler recruited by Amazon)(Brief Article)
January 1, 2002... Amazon has recruited former ntl director of customer marketing Gavin Wheeler for the role of European head of CRM. Wheeler will spearhead the company's efforts to provide targeted special offers as well as exploiting cross-selling...

MOVERS & SHAKERS: Clients - HBOS.(appoints Howard Silby head of CRM, marketing and customers relations)(Brief Article)
January 1, 2002... HBOS has appointed Howard Silby, former head of customer development at Norwich Union, to fill the newly created role of head of CRM, marketing and customer relations.

WHICH LIST?: New or updated consumer, business and online lists.(Brief Article)
January 1, 2002... Consumer lists Lifestyle Swetenhams has added the mail order list Jolliman to its managed portfolio. It comprises 125,000, 0-24-month buyers from the men's catalogue, offering a predominately male profile aged 50-plus, of which...

SELF IMPROVEMENT: My best lesson.(detecting problems when pitching for business)(Brief Article)
January 1, 2002... I suspect that many of us when we have pitched for business, and it seems to have gone well, feel the deal is done. This feeling grows as you discuss the bid with your colleagues and agree that 'they couldn't possibly go elsewhere'. Better...

SELF IMPROVEMENT: Course review - It's quality that counts.(IDM's 'Ensuring Data Quality' course)(Brief Article)
January 1, 2002... Ensuring data quality may not be everyone's idea of fun and games, but there are few areas, if any, as imperative to successful direct marketing. The delegates of the IDM's 'Ensuring Data Quality' course did not need reminding of this...

SELF IMPROVEMENT: Training calendar.
January 1, 2002... January 2002 9-10 Multichannel customer strategy Venue: IDM, Teddington Organiser: IDM, tel: 020 8614 0277 9-11 Successful direct mail Venue: IDM, Teddington Organiser: IDM, tel: 020 8614 0277 15 Copywriting online and offline...

MAILING: Crisis mail management - In the wake of 11 September, disruption to the direct mail sector in the US has been extreme. Julia Lennon examines the lessons for the UK.
January 1, 2002... The mailers' job is a complex one at the best of times. But the upheavals and disruption to the US mailing process caused by the 11 September terrorist attacks and the subsequent spate of anthrax scares have tested the skills of mailing houses...

ENVELOPES: The personal touch - Are bespoke envelopes the shape of things to come in the direct mail industry? They are if the growing interest of clients is anything to go by, says Rob McLuhan.(Brief Article)(Column)
January 1, 2002... The doormat is starting to show signs of the kind of creativity more often associated with television and poster ads. Envelopes are arriving in the form of triangles and boomerangs, with windows cut to special shapes, or even wrapped in pink...

TELEMARKETING: Dial M for Mumbai - There are challenges to setting up an outsourced call centre operation in India, but they can be overcome, says Emma Taylor.
January 1, 2002... The Indian call centre market is thriving, as more companies tap into the region's impressive array of human and technological resources. Client companies, mainly American up until now, have been attracted to the region not just by the...

ASK THE EXPERTS: Leading suppliers in the DM industry help solve readers' workaday problems.(direct marketing strategy)(Brief Article)
January 1, 2002... Send your queries: Ask the Experts, Direct Response, 174 Hammersmith Road, London W6 7JP. I'm thinking of experimenting with direct marketing media such as videos, CDs and DVDs to help my mailings stand out. What are the benefits, and how...

SECRETS OF MY SUCCESS: Charles Grant-Salmon - Chairman and chief executive, The 4DM Group.
January 1, 2002... Although I have been in the print and direct marketing industries since I started out as a 16 year-old apprentice, I learned how to run a business during a three-year break from the industry - time I spent as an antique dealer. Despite the...