Direct Response articles from September 2004

Direct Response archives from September 2004

Editorial: Power to the data people.(Editorial)
September 30, 2004... With all the sophisticated gizmos that characterise today's data marketplace, it's easy to forget that it is, after all, essentially a people business. Which is what made compiling our first ever Power 50 in Data league of influence and talent...

News Focus: DM Industry - Debate heats up over DM reputation.(direct marketing)
September 30, 2004... Clive Humby, chairman of dunnhumby and one of the world's most influential practitioners in database marketing, will wade into the debate on the DM industry's damaged reputation in a conference keynote speech later this month. In his...

News Focus: Data - No. 1 in Power 50 revealed.(Brief Article)
September 30, 2004... The Information Commissioner Richard Thomas is today named as the UK's most powerful person in data in Direct Response's first-ever 'Power 50 in Data' list. This list represents the most influential people in UK data business in 2004 as...

News Focus: Direct Mail - Mail spend still falling.(Brief Article)
September 30, 2004... Direct mail spend fell for the fifth consecutive quarter in Q2 this year, according to recently published research figures. A report by media measurement firm Thomson Intermedia showed that pounds 50 million less was spent on direct mail...

News Focus: Awards - And the nominees are ..(Smart Awards 2004 )
September 30, 2004... Tullo Marshall Warren, the Chelsea-based direct marketing agency, has topped the list of Smart Awards 2004 finalists with a total of six nominations. List manager Uni-Marketing has proved the second most successful entrant this year with...

News Focus: What's new - Telemarketing.(Brief Article)
September 30, 2004... TPS Consumer awareness of the TPS has shot up, according to new figures from MORI. Its latest consumer research shows that 41 per cent of consumers have heard of it - an increase of eight per cent from last year. The majority say they...

News Focus: What's New - Acquisitions.(Ion Group)(Market Monitor)(Brief Article)
September 30, 2004... Bonnier Prospect Swetenhams's parent company, Bonnier, has bought B2B list owner Market Monitor. The company's call centre will become part of the Bonnier Group. Hugh Bessant (below), managing director of Prospect Swetenhams, will also...

News Focus: What's New - Classification.(Brief Article)
September 30, 2004... Experian Data company Experian has developed a consumer classification system specifically for Scotland. Mosaic Scotland uses 400 sets of data, including the 2001 Census, to divide the Scottish population by postcode and household into 10...

News Focus: What's New - Training.(IDM)(Brief Article)
September 30, 2004... Customer acquisition The IDM has launched a two-day intensive course for marketers focusing on bringing the rising cost of acquisition under control. The Customer Acquisition Battle course takes place from 12-13 October, and again on 17-18...

Events planner.(Calendar)
September 30, 2004... September 14-16 National Direct Marketing Show Venue: Hall 20, The NEC, Birmingham. Visit: www.ndmshow.co.uk. 23 Intelligence Awards Venue: Grosvenor House Hotel, London. Contact: Lucy Ager, tel: 020 8267 4318. 29-30 Call...

News Focus: Telephone Preference Service - Cold calls 'behind TPS rise'.
September 30, 2004... The recent boom in Telephone Preference Service (TPS) registrations is down to badly targeted cold calling of consumers, call centre practitioners believe. Their comments follow reports that consumer TPS registrations have risen to almost...

Movers: Appointment at TCA.(Brief Article)
September 30, 2004... Xavier Martin is the new account manager at communications agency TCA. His role will be to manage the American Express Corporate card, travel and insurance accounts.

Movers: Appointment at EHS Brann Discovery.(Brief Article)
September 30, 2004... Carol Hazelton and Tanya Lewis have been appointed as marketing consultants at EHS Brann Discovery. Hazelton will champion the use of data in relationship marketing, while Lewis will look after the company's marketing strategy.

Movers: Appointment at Broadsystem.(Brief Article)
September 30, 2004... Michelle Luckwell and Peter Gale have joined Broadsystem as contact centre business development managers. They will be responsible for generating new business.

Movers: Appointment at Underwire.(Brief Article)
September 30, 2004... Lazar Dzamic has joined online specialist Underwire as head of planning. He previously worked for EHS Brann

Movers: Appointment at Data Locator.(Dione Rayside)(Brief Article)
September 30, 2004... Data Locator has made six new appointments on the back of its expansion. They include Graham Letford and Sarah Walker who are both account managers working across consumer lifestyles, and Tim Furse and Dione Rayside who join as data sales...

Movers: Appointment at TNT Mail.(Brief Article)
September 30, 2004... Simon Dolph has been appointed head of marketing and communications at TNT Mail. He will be responsible for developing TNT Mail's brand.

Opinion: DMs must stop abusing the system.(direct marketing)
September 30, 2004... There's a difference, of course, between US soldiers leading Iraqi prisoners on dog leads, and direct marketers bombarding consumers with badly targeted mailshots. The comparison will outrage some, but the difference is arguably only one...

How to: How to ... create a winning viral campaign.(viral marketing)
September 30, 2004... As it becomes easier to send friends and colleagues messages across the internet, a niche has opened up for DMs. Ross Taylor looks at how viral campaigns can rapidly extend your brand. Viral marketing on the internet is based on exploiting...

Legal Eagle: Q & A.(Information Commissioner's Office)
September 30, 2004... How the FSA's new campaign to weed out misleading financial adverts will affect you, while the EC questions the ICO's powers to audit companies. Q: I work in marketing for a loans company. I hear the Financial Services Authority is to...

Creative Masterclass: Creative masterclass on ... selling to the over 50s.
September 30, 2004... Often discriminated against and rarely listened to, the over 50s market is in revolt. And now is the time to sit up and listen, says Nick Thomas. The over 50s are, quite simply, the country's most important consumers. They have more...

Data Clinic: Ask the experts.
September 30, 2004... Our panel of data specialists this month looks at integrating online and offline data, using campaign management functions, and targeting the tricky SME and SoHo sectors. My mail order company has been a big user of direct mail in the past...

Data Clinic: Get connected.(www.iftf.org/)(www.economist.com/)(www.spurs.co.uk)(Brief Article)
September 30, 2004... The internet is an indispensable strategic tool for Chris Duncan, as well as a place for him to gloss up on techie talk and check on the morale of his football team. I work with technical and marketing teams, mostly to do with strategy....

Data Clinic: How to buy ... list management.
September 30, 2004... Marketing your list is a complex process and many details are required before a quote can be given. Sue Dyer tells managers what they need to know. Background information Supply the manager with background information on your company,...

Data Clinic: DataTalk.(customer loyalty card schemes)
September 30, 2004... Customer loyalty card schemes have been in place for some time but, asks Steve Messenger, why is it that retailers and manufacturers are not making the most of the data that can be retrieved? Many FMCG manufacturers are missing out on the...

Data Clinic: What I do in data - Simon Dewhirst, client liaison manager, Callcredit.(Interview)
September 30, 2004... Q: How did you arrive in this job? I started my career at a rival credit reference agency where I worked my way up to client liaison officer for the company's 'closed user' database. This involved overseeing the loading of shared credit...

Data Clinic: What is ... An MSP?(managed service provider)(Brief Article)
September 30, 2004... An MSP is a managed service provider. But what is that managed service in relation to database marketing? There are four key areas: the processing of customer data; the hosting of customer data; the provision of decision support tools; and...

Data Clinic: Case study.(Dogs Trust)
September 30, 2004... Dogs Trust As the UK's largest dog welfare charity, Dogs Trust found that it was getting harder to monitor its marketing effectiveness. Holly Acland looks at the lifetime value system that it adopted. Any successful charity must instantly...

Data Clinic: Data Health Check.(Operator Services Information System)
September 30, 2004... Cancer Research UK When Cancer Research merged with two other charities, it was desperate to reconnect with its original donors. Christina Papas reports. The Case Cancer Research UK is the world's largest volunteer-supported...

Data Clinic: Technique - Sales lead prioritisation of customers and prospects.
September 30, 2004... Much time, energy and money is used to gain customers and they can often be hard to keep once found. Scoring your prospects could be the answer to knowing when the time is right for effective marketing, says Ronel Schoeman. We've all...

Data Clinic: A broker's view.
September 30, 2004... The DMA's Business List Audit scheme, which aims to give B2B data buyers reassurance, needs industry support in order to establish itself, Mark Arnold argues. As someone who spends their day sourcing and buying data, I'm often worryingly...

Data Clinic: Which list? - A round-up of new or updated consumer, business and online lists.
September 30, 2004... NEW LISTS CONSUMER Baltic Pine The Baltic Pine list of buyers has become available for the first time through Tri-Direct Sales. Baltic Pine manufactures timber conservatories, priced from pounds 995, which it supplies to thousands...

Call Centres: Tough call for centre management.
September 30, 2004... Outsourcing your call centre management may be cost-effective, but it doesn't always pay to abandon your customers to a third party, says Rob McLuhan. Most companies prefer their own staff to talk to customers on the telephone, rather than...

Print Management: Meet the print middlemen.
September 30, 2004... DM print buying requires specialist skills to get the best value and to smooth the process. Christina Papas asks whether it's a task best left to a dedicated print manager. Print management is a growing business. The past two years have...

DMA Forum: DMA view on ... Awards get Sorrell boost.(Direct Marketing Association)(Sir Martin Sorrell)
September 30, 2004... Few people would dispute that WPP chief executive Sir Martin Sorrell is one of the most influential figures in the communications industry. And few would dispute that his involvement in this year's DMA Awards, in association with Royal...

DMA: Comment - Spam threatens to ruin it for us all unless we join forces and fight.(Direct Marketing Authority)(Brief Article)
September 30, 2004... I first spoke about e-commerce in a speech at an OECD Conference in 1997 when I was director general of Fair Trading. I mused on whether e-commerce should be purely market based, regulated or a mixture of both; and I thought we had some time to...

DMA: Bulletin Board.(Direct Marketing Authority)
September 30, 2004... TPS awareness rising Customer awareness of the Telephone Preference Service is at a record high. Research undertaken by MORI reveals that 41 per cent of consumers have heard of the TPS - an eight per cent increase from last year. Corporate...

Secrets of my success: Mike Cornwell, Chief executive, TBWA\GGT.
September 30, 2004... Penning a column like this can make you seem arrogant. The truth is my management philosophy was formed from exposure to people more clever than myself. Early on I passed up the chance to go to university because my heart initially was in...