Direct Response articles from January 2003

Direct Response archives from January 2003

EDITORIAL: Think happy thoughts.(Editorial)
January 30, 2003... At the risk of irritating the hell out of you so early on in the year, let me pose you with this happy thought as we gaze tremulously ahead into 2003: recessions do have a silver lining. My reason for being cheerful? Check out the results...

ONE-MINUTE BRIEFS: Industry welcomes Novak role.(Adam Novak appointment)
January 30, 2003... The industry has welcomed the appointment of Adam Novak, former MD of Royal Mail's Media Markets unit, to the pivotal role as head of the company's new wholesale division - while acknowledging that it will prove a highly complicated task. ...

ONE-MINUTE BRIEFS: DMA Business List Audit takes off.(Direct Marketing Association)(Brief Article)
January 30, 2003... The DMA has launched its long-awaited B2B data audit to help raise the quality of business lists. The Business List Audit scheme has been a year in the making and comes in response to calls from the data industry - including clients,...

ONE-MINUTE BRIEFS: Spend on e-marketing set to grow.
January 30, 2003... Interactive marketing and direct mail are set to benefit from a shift in budget allocation from above-the-line advertising towards one-to-one marketing, according to an international survey of marketing trends. Researchers for media group...

ONE-MINUTE BRIEFS: As new e-mail group considers e-laws.(DMA Email Marketing Council is the group)(Brief Article)
January 30, 2003... Interpreting radical changes in the law affecting e-marketing is the biggest challenge for the newly-created DMA Email Marketing Council, its chairman Nick McConnell has said. The council was formed late last year after The E-mail Marketing...

ONE-MINUTE BRIEFS: Dudley Jenkins renamed.(Wegener Direct Marketing is the new name)(Brief Article)
January 30, 2003... The Dudley Jenkins Group, one of the UK's largest list broking companies, has rebranded as Wegener Direct Marketing. The new name, which derives from Dudley Jenkins' Dutch-based parent company, is designed to emphasise the European nature...

ONE-MINUTE BRIEFS: Clients sign up for the DM Forum.(Direct Marketing Management Forum)
January 30, 2003... Some of the UK's biggest spenders in direct marketing are due to attend next month's Direct Marketing Management Forum. Time Inc, Bristol & West Building Society, BSkyB, Kraft Foods and Telewest Broadbrand are amongst the clients signed up...

OPINION: Drayton Bird on ... seizing attention.(Column)
January 30, 2003... Visuals work faster than words - yet many art directors know surprisingly little about which techniques attract attention. 1. Busy layouts may pull better than neat ones. In a split-run test, a busy catalogue page layout out-pulled a tidy...

OPINION: Ken Gofton on ... CRM.(Column)
January 30, 2003... Once upon a time, far, far away in the West, there was a tall tower with many glass windows. It was a place of great, but fruitless, activity. Every day, hundreds of people walked through its doors. For hours, they would hand bits of paper...

HOW TO: Run an e-mail marketing campaign.
January 30, 2003... It can be cheap and highly effective, but the thoughtless overuse of marketing e-mail could lead to a backlash from consumers, warns Justin Anderson. Here is his guide to e-mail marketing with integrity. Used well, e-mail marketing builds...

CASE STUDY: ATOC - All aboard - Young travellers get out and about.(Association of Train Operating Companies's multi-media campaign for the Young Persons Railcard)
January 30, 2003... The railway operators' association created a multi-media campaign to encourage today's youth to use its rail card. Young people are notoriously image-conscious, so branding them sad ought not to be the best way to build a closer...

LEGAL EAGLE: The industry takes stock.(Column)
January 30, 2003... From e-mail to prize draws, James Milligan offers a round-up of 2002's legal developments. 1. New rules on e-mailing or sending text messages to consumers The Department of Trade and Industry (DTI) plans to issue the consultation on...

CREATIVE: Masterclass - Beyond the box shot.
January 30, 2003... In taking technology products to market it's not size that counts, nor what you can do with it, says Graham Dodridge. It's what it can do for your target audience that really counts. Once upon a time, in the second half of the past century,...

DATA CLINIC: Ask the experts.(Panel Discussion)
January 30, 2003... Leading database specialists answer readers' real life data problems. This month they tackle list rental vs leasing, prospect modelling, affinity relationships and cross-selling. I want to mail small businesses in my area. I have spoken to...

DATA CLINIC: Get connected Zalpha's Mark Udell always has his browser open, ..(Brief Article)
January 30, 2003... Get connected Zalpha's Mark Udell always has his browser open, ready to check out the latest consumer fads and trends and keep up with what's happening back home in South Africa. As an e-business strategist, I have to create practical...

DATA CLINIC: How to buy ... e-data - Check the source.
January 30, 2003... E-data may be captured via web-based forms, but it can just as easily be produced through lower tech paper questionnaires or telephone surveys. The advantage of online data gathering is that the e-mail address will be self-validating,...

DATA CLINIC: DataTalk: Data planning has its roots below the line, so why, wonders.
January 30, 2003... Simon James, is its role in some agencies confined to buying lists and mapping door-drops? It's time to push it into the limelight. A few years ago direct marketing agencies developed data planning departments. Unlike planning - a...

DATA CLINIC: What I do in data. - Davina West, general manager, CRM, Saab.(Interview)
January 30, 2003... How did you arrive in this job? Before joining Saab five years ago I worked for Audi UK. I spent time in pretty much every marketing discipline, but I found direct marketing the most interesting. I joined Saab as direct marketing manager...

DATA CLINIC: What is ... Spatial modelling?(Brief Article)
January 30, 2003... Spatial modelling encompasses a wide range of techniques for analysing, computing, visualising, simplifying and theorising about geographic data. This can be as simple as plotting customer locations on a map, or developing a model to...

DATA CLINIC: Data health check.
January 30, 2003... BSI When the British Standards Institute wanted to implement a new customer relationship management system, it had to migrate a mass of unstructured and error-prone data from its legacy infrastructure. The case As part of its drive to...

DATA CLINIC: Case study - TV licensing.
January 30, 2003... Some people just won't stump up for a TV licence, so the BBC mined its considerable data resources to find out why, and how best to reach them. Noelle McElhatton reports. To the person on the street, the detection of TV licence evaders is...

DATA CLINIC: Technique - Using data mining for market segmentation.(Industry Overview)
January 30, 2003... Building a sophisticated understanding of the profile of high-value customers can help to retain existing customers and target new prospects, says Sean Kelly. Just make sure you set your business goals first. Data mining is the process of...

DATA CLINIC: Software guide - ETL (Extract, transfer, load).(Directory)(Illustration)
January 30, 2003... Our expert panel of specialists have sifted through the wealth of ETL software products on the market to bring you this comprehensive digest, complete with jargon buster. The data you use for marketing decision-making may be sourced from...

DATA CLINIC: A broker's view E-mail list owners insist on doing their own broadcasting for security reasons. ..
January 30, 2003... A broker's view E-mail list owners insist on doing their own broadcasting for security reasons. But this practice could threaten a growing channel to market, says Tracey Weinrib. Although still an emerging channel, e-mail marketing for...

DATA CLINIC: Which list? A round-up of new or updated consumer, business and online lists.(Directory)
January 30, 2003... NEW LISTS CONSUMER Private Client Private Client is a business-oriented lifestyle magazine aimed at 'high net worth individuals' - with an average net worth of more than pounds 1.5 million. Marketing and Media Solutions is...

TELEMARKETING: Call centre technology unplugged.
January 30, 2003... People say they hate call centres, but used well they offer enormous benefits. Martin Williams of The Listening Company explains how to do it. In a recent Mintel survey, nine out of ten people surveyed said that call centres get them angry...

GUIDE TO LIST OWNERS, BROKERS, MANAGERS: The List chain.
January 30, 2003... Who did what in the Smart 2002 award-winning list-buying project for NSPCC? Noelle McElhatton talks to the client, the broker, the manager and the list owner to find out. THE CLIENT'S STORY: NSPCC Like many charities, cold mail forms a...

Lessons of CRM.(customer relationship management)
January 30, 2003... Despite its popularity, CRM implementation has seen a high failure rate. Werner Reinartz and Pankaj Chugh uncover some of the important reasons for this, by identifying the key challenges that companies encounter. [TX] Surveys have shown that...

MOVERS & SHAKERS: Suppliers - Claritas UK.(Louise Chan becomes financial services consultant)(Brief Article)
January 30, 2003... Consumer information company Claritas UK has appointed Louise Chan to the new role of financial services consultant. She previously worked at Capital Bank, Bank of Scotland and HBOS.

MOVERS & SHAKERS: Suppliers - Halcyon.(David Million has been named new commercial director)(Brief Article)
January 30, 2003... Yorkshire-based print supplier Halcyon has named David Million as its new commercial director. He joins from Paragon where he spent three years in the same role.

MOVERS & SHAKERS: Suppliers - Hotlines Telemarketing.(Paul Jones has been appointed to the board)(Brief Article)
January 30, 2003... Telesales specialist Hotlines Telemarketing has appointed Paul Jones to the board. He previously managed its call centre, and will oversee its expanding Glasgow operation.

MOVERS & SHAKERS: Suppliers - The Listening Company.(Tess Gill becomes quality manager)(Brief Article)
January 30, 2003... The Listening Company has promoted Tess Gill to quality manager. She joined 12 years ago as one of its first employees. Before that she worked in quality control at Sitel.

MOVERS & SHAKERS: Suppliers - CCB-Profits from Data.(Brief Article)
January 30, 2003... CRM and subscription consultancy CCB-Profits from Data has appointed Emmett Smith as commercial analysis consultant. He joins from Experian, where he was senior direct marketing analyst. The company has also recruited Leena Anand and Richard...

MOVERS & SHAKERS: Suppliers - Telescope.(Richard Lancaster has been appointed sales director)(Brief Article)
January 30, 2003... Telescope, the multi-channel communications subsidiary of iTouch, has appointed Richard Lancaster as sales director. He joins from loyalty firm ICLP.

MOVERS & SHAKERS: Suppliers - Lloyd James Group.(Sam Parkes has been appointed list broking consultant)(Brief Article)
January 30, 2003... Lloyd James Group has appointed Sam Parkes as list broking consultant. She joins from LifeCycle Marketing.

MOVERS & SHAKERS: Suppliers - 7C.(David Tryon and Chris Harris get appointments)(Brief Article)
January 30, 2003... Customer management specialist 7C has appointed David Tryon as vice president of business development (financial services). His previous roles have included head of financial services sales for KPMG Consulting. 7C has also appointed Chris...

MOVERS & SHAKERS: Suppliers - FDS Field Marketing.(Tracey Webber has been appointed field area manager for the Interbrew account)(Brief Article)
January 30, 2003... FDS Field Marketing has appointed Tracey Webber as field area manager to work on its Interbrew account. She was previously at FMCG.

MOVERS & SHAKERS: Agencies - EHS Brann.(Julia Phipps gets appointed managing director of the Leeds office)(Brief Article)
January 30, 2003... EHS Brann has appointed Julia Phipps as managing director of its Leeds office, managing a client list that includes Look Again, Britannia Music and Tesco Home Shopping. She joined as client services director in March 2001.

MOVERS & SHAKERS: Agencies - 141.(Vicki Birch and Alan Fayolle are recruited)(Brief Article)
January 30, 2003... Integrated agency 141 has recruited Vicki Birch as senior account manager and Alan Fayolle as account manager. Birch worked on Budweiser's 'Whassup' campaign at Euro RSCG Circle. Fayolle comes from Biggart Donald, where he worked on Bacardi and...

MOVERS & SHAKERS: Agencies - communis one.(Brief Article)
January 30, 2003... Leeds-based integrated agency communisis one has promoted Barry McPhillips from creative director to general manager, while Mark Speakman takes on responsibility for the client relations team.

MOVERS & SHAKERS: Agencies - EHS Brann.(Brief Article)
January 30, 2003... EHS Brann's Leeds agency has appointed Sanjit Gill as senior account manager and Iain Harrison as copywriter. Gill joins from Grattan; Harrison worked most recently at McCann-Erickson.

MOVERS & SHAKERS: Agencies - The Pepper Corporation.(Brief Article)
January 30, 2003... The Pepper Corporation has appointed Benn Haitsma and Ash Snijder-Majumder as account directors. Haitsma was senior account manager, while Snijder-Majumder joins from Harrison Troughton Wunderman.

MOVERS & SHAKERS: Agencies - Gyro.(Lucy Knowles gets chosen to head the new events arm)(Brief Article)
January 30, 2003... Integrated agency Gyro has taken on Lucy Knowles to head its new events arm. She was previously account manager at events specialist Comshows.

MOVERS & SHAKERS: Agencies - Listlab.(Ben Ennis gets promoted to account director)(Brief Article)
January 30, 2003... Listlab account manager Ben Ennis has been promoted to account director.

SECRETS OF MY SUCCESS: Head of brand and customer strategy, the AA.
January 30, 2003... Once upon a time, marketing was all about the four Ps. I've collected several Ps along the way, all personal to me. My first P is for passion. Whether it's a passion for the product or service, or the type of work that you are doing. The AA...