Direct Response articles from June 2002

Direct Response archives from June 2002

EDITORIAL: Royal jubilation's off.
June 30, 2002... It used to be that there were only two certainties in life: death and taxes. Nowadays there is a third: Royal Mail raising DM industry hackles. The past 12 months have seen a multitude of headline-grabbing stories springing from the UK's...

ONE-MINUTE BRIEFS: COI's head of DM to head Smart judges.
June 30, 2002... The director of direct marketing at COI Communications, Marc Michaels, is to co-chair the jury to judge this year's Smart Awards run by Direct Response magazine. He will share the chair with Brian Aspin, Royal Mail's head of media...

ONE-MINUTE BRIEFS: Anton Group is chief Smart sponsor.
June 30, 2002... Printing company Anton Group has been confirmed as the headline sponsor for the 2002 Smart Awards. Paul Murphy, managing director of Anton Direct, the direct mail division of Anton Group said: 'I am thrilled that Anton Group is the...

ONE-MINUTE BRIEFS: EU votes to impose opt-in on e-mail and SMS messages.
June 30, 2002... The direct marketing industry has expressed its dismay at the European Parliament's decision to impose a European-wide opt-in for unsolicited e-mail and SMS marketing to potential customers where there has been no prior contact. MEPs...

ONE-MINUTE BRIEFS: Roll battle shifts to opt-out wording.
June 30, 2002... The industry is seeking to amend the wording of the opt-out box on Electoral Roll registration forms, after last month's publication of the Government's draft regulations on use of the Roll. As expected, the draft Representation of the...

ONE-MINUTE BRIEFS: DMA quality audit proposal for data bureaus.
June 30, 2002... The Direct Marketing Association is considering an accreditation scheme that would promote quality in data processing. It has been asked to do so by a working party of its own Data Council who believe the scheme is necessary to set...

ONE-MINUTE BRIEFS: Size-based price plan sparks protests ..
June 30, 2002... Advertisers, agencies and envelope manufacturers have reacted strongly to Royal Mail's plans to introduce size-based pricing, accusing the postal service of encouraging standardisation in mail pack sizes. Royal Mail is proposing a shift...

ONE-MINUTE BRIEFS: ... as Royal Mail unveils mail agents scheme.
June 30, 2002... Royal Mail is to incentivise mailing houses to promote direct mail to clients for the first time through a commission-based Mailing Agents Programme. Mailing houses will be briefed on Royal Mail promotions and discounts and have access...

OPINION: Drayton Bird on ... evaluating lists.
June 30, 2002... Your entire business should revolve around considering the individuals on your database or the people you wish to recruit as new customers. In assessing a list, apply the following considerations and predicting the result of a test will...

OPINION: Ken Gofton on ... unwanted biscuits.
June 30, 2002... When I first heard the EU was thinking of banning cookies, I nodded approval. There's far too much Americanisation going on. Biscuits or bickies is the proper English term. But no - as technocrats will appreciate, the cookies in question...

HOW TO: Run an SMS marketing campaign.
June 30, 2002... As more and more advertisers turn to text messaging to reach consumers, Lars Becker outlines the key steps to using this intimate medium. For the past six months use of the 'text' medium has outgrown its operators' wildest dreams....

LEGAL EAGLE: Letterbox views of law.
June 30, 2002... James Milligan fields questions on laws governing data retention, sending samples and prize draws. Q: We are involved in door-to-door sampling of products such as non-perishable foods, beauty products and detergents. Are there rules or...

CREATIVE MASTERCLASS: A trip to money land.
June 30, 2002... Financial direct marketing sceptics Chris Martin and Tim Lines look at the ins and outs of persuading punters to part with their hard-earned cash. Before we plunge straight into the rules of financial direct marketing, let's get one...

CASE STUDY: Lever Faberge - Tips on suds. Washing powder grans speak out.
June 30, 2002... Direct mail built loyalty amongst a key segment of Persil's database - the 'modern grandma'. David Murphy reports. When Lever Faberge launched Persil washing tablets in 1998, the advertising campaign it used was a departure from the norm....

WHICH LIST?: A round-up of new or updated consumer, business and online lists.
June 30, 2002... NEW LISTS Consumer SPL Publishing SPL Publishing produces titles for motoring, gardening and homelife consumers. Titles such as Home, Country House & Home and Gardens Monthly target affluent 25- to 55-year-old female home...

ADS ON TRIAL.
June 30, 2002... Agency creatives give a direct response spin to their current favourite above-the-line TV advertising campaigns. 1. Client: Nike Product: Nike Agency: Weiden & Kennedy Additional activity: 'Nike Park' tournament at the Dome, cinema,...

MOVERS & SHAKERS: Suppliers - Karran Group.
June 30, 2002... Guilford-based Karran Group has launched Karran North in Kettering. The new division will be headed by sales director Ann Davis who joined the group from 4DM last year.

MOVERS & SHAKERS: Suppliers - 2Touch.
June 30, 2002... Contact centre and fulfilment company 2Touch has promoted Paul Williams to the position of contact centre director, from his role as sales director. Sunderland-based 2Touch has also hired Kevin Telford as business process and strategy manager...

MOVERS & SHAKERS: Suppliers - Occam Direct Marketing.
June 30, 2002... Occam Direct Marketing has made three appointments. Lisa Roberts becomes senior accounts manager, Sam Williams accounts manager and Linda Gilmour production analyst.

MOVERS & SHAKERS: Suppliers - Domino Systems.
June 30, 2002... Steve Johnston, former chief executive of Blue Sky, has joined Domino Systems as director, business development and strategy.

MOVERS & SHAKERS: Suppliers - Mail Marketing International.
June 30, 2002... Mail Marketing International has appointed Peter Doughty as account director. Doughty replaces Pat Smith who became director of sales last year.

MOVERS & SHAKERS: Suppliers - GB Group.
June 30, 2002... GB Group has appointed Anthony Allen as sales and marketing director. GB's clients include BSkyB, WH Smith and Thomas Cook. Allen was general manager of Datacare, a subsidiary of Telme Group for seven years.

MOVERS & SHAKERS: Suppliers - FDS Field Marketing.
June 30, 2002... FDS Field Marketing has promoted James Moyies to the role of managing director. Moyies joined FDS as marketing manager last August from PMI.

MOVERS & SHAKERS: Agencies - EHS Brann.
June 30, 2002... EHS Brann has announced that Alan Styler is to become its marketing and strategy director. The appointment will see him broaden the responsibilities he currently holds as EVP director of strategies at Brann Worldwide.

MOVERS & SHAKERS: Agencies - Leonardo.
June 30, 2002... Leonardo, the direct arm of Leo Burnett, has recruited two young creatives who were winners of the agency's mentor scheme at Buckinghamshire College. Will Miles has been appointed art director and Rebecca Alford as copywriter.

MOVERS & SHAKERS: Agencies - JDA.
June 30, 2002... Leeds-based direct response agency JDA has appointed Tatiana Pirkova as planning manager. Pirkova joins from Target Direct Marketing.

MOVERS & SHAKERS: Agencies - Tequila London.
June 30, 2002... Tequila London has appointed Craig Elston to the newly created role of head of planning. Tequila head Paul Biggins said the move is aimed to 'draw our planning and data capabilities together.'

MOVERS & SHAKERS: Agencies - 141.
June 30, 2002... Integrated agency 141 has poached creative duo Cathryn Jayne and Christina Mitsis from IMP. The pair had worked on campaigns for Sony Playstation, British Airways, Pepsi and One2One before joining IMP London in July 2001.

MOVERS & SHAKERS: Agencies - FFwd.
June 30, 2002... Creative direct marketing agency FFwd has appointed Clare Podmore as senior account manager. Podmore joins FFwd from list-broking and media specialist AWA and will oversee accounts such as Wilkinson Sword, The Daily Record and the Sunday Mail.

ASK THE EXPERTS.
June 30, 2002... Leading suppliers in the DM industry answer readers' workaday problems. Send your queries: Ask the Experts, Direct Response, 174 Hammersmith Road, London W6 7JP. Q: I have a large database of about half a million customers who have...

SELF IMPROVEMENT: My best lesson.
June 30, 2002... One of the most significant overheads for an organisation which has a direct sales force is its people. But how rigorously do we check out someone's credentials before hiring them? Although the CVs of job candidates are carefully...

SELF IMPROVEMENT: Courses & seminars.
June 30, 2002... June/July 2002 12-13 June Integrated marketing communications Venue: IDM, Teddington. Visit: www.theidm.com 13 June Managing CRM vendor selection Venue: The Radisson Edwardian Marlborough, WC1. Visit: www.eccs.uk.com/resources 17...

SELF IMPROVEMENT: Course review - Listen up to list experts.
June 30, 2002... Course: All you need to know about lists - level one Duration: One day Cost: pounds 225 + VAT Organiser: DMA Audience: All who need to understand the current list market - including, managers, owners, bureaux and end-users concerned...

B2B DATA: Addressing business data.
June 30, 2002... Accuracy is the key issue for clients building a B2B database - now they have the tools to achieve it. John Wright of Blue Sheep sets out the rules for clean and profitable B2B data. For the uninitiated, the prospect of developing a...

RESPONSE HANDLING: Seven steps to effective response handling.
June 30, 2002... Scott Henricks , operations director at 7C, gives some essential advice on how to plan and manage your customer response handling. You're about to launch a new campaign. The sales proposition is as sweet as a nut. The creative work is so...

ENVELOPES AND PACKAGING: Does envelope size matter?
June 30, 2002... Envelopes are under the microscope as Royal Mail proposes to charge more for bigger packs. Noelle McElhatton explores whether size matters to a mail pack's impact on the doormat. Picture this everyday scene: you wake up in the morning,...

DATA CAPTURE: The offshore data drill.
June 30, 2002... Brett Trevalyan of DDC provides a Q&A on offshore data capture while below, February Automation's Tom Fuller argues for staying local. Times have changed: when the offshore data-capture industry first took root in the late 1980s, the...

SECRETS OF MY SUCCESS: Colin Lloyd, Former president of the Direct Marketing Association.
June 30, 2002... I was very fortunate in my early days in advertising to have worked for some great people who, for some crazy reason, took me under their wing. As a young man with loads of ambition I absorbed masses of experience, both good and bad, from my...