Direct Response articles from September 2006

Direct Response archives from September 2006

Editorial: The buzz of integration.(Editorial)
September 18, 2006... A hot buzz phrase in direct marketing at the moment seems to be 'media integration', which is still seen as new thinking. This follows on the old buzz surrounding 'multi-channel communication'. Some might ask: is there really much of a...

Research: Breakfast is the new TV.(direct markating techniques)(Brief article)
September 18, 2006... Placing a message on the breakfast table is a better way to reach families than using TV, claims niche marketer Milkmedia. Research by the firm, which puts marketing messages on milk containers, found that more than two-thirds of families...

Postal Services: Postcomm calls for views.
September 18, 2006... Postcomm is asking the industry how it should take its strategy forward as it maps out the future of the deregulated mail-delivery marketplace. The postal services regulator wants to collect views from all interested parties, including...

Agencies: Unilever slices UK roster.
September 18, 2006... Consumer goods giant Unilever has cut a swathe through its UK roster of direct and digital agencies, slashing it from more than 20 to seven. The UK's biggest advertiser, as ranked by Nielsen Media Research, has selected five direct...

Intelligence Awards: Night of the best in data.
September 18, 2006... The brightest and best in data will gather to celebrate success at the Direct Response Intelligence Awards on 21 September. Winners in 20 categories will be unveiled at London's Grosvenor House hotel in an evening sponsored by Royal Mail...

Data: Prospect MD faces unease.(Prospect Swetenhams Ltd.'s Annette Holmes faces problems as Mark Arnold resigning)(Brief article)
September 18, 2006... Prospect Swetenhams' new MD, Annette Holmes, faces the tough task of settling down the company following the sudden departure of UK list-broking director Mark Arnold. Holmes, who joined the Bisnode-owned firm this month, has been given the...

What's new.
September 18, 2006... CONTRACT WINS Mazda Motors UK Mazda Motors UK has appointed Closer, the experiential division of agency Billington Cartmell, to create a campaign in which prospective buyers will be invited to 'driver-training' days to test-drive...

Events planner.(Calendar)
September 18, 2006... SEPTEMBER 14 - Buying Your Data. Venue: The Strand, London. Contact: hannah.lang@ dma.org.uk 21 - Getting Under the Customer's Skin. Venue: Radisson Edwardian Grafton. Contact: events@theidem.co.uk 21 - Direct Response...

Internet: IPA draws up guidelines for online ad delivery.
September 18, 2006... Agency body The Institute of Practitioners in Advertising (IPA) is to draw up new guidelines for campaign delivery in the pounds 1.4bn online ad sector. Under-delivery and over-delivery of ad impressions, plus campaign flighting (failing...

Mobile: MCTA sets up.(Mobile Coupon and Ticketing Association)(Brief article)
September 18, 2006... A cross-section of multinational companies have joined forces in a new association to promote the mobile couponing, ticketing, loyalty and membership sector. The Mobile Coupon and Ticketing Association (MCTA) will act as an international...

Mail Order: Upbeat future.(Brief article)
September 18, 2006... Mail order companies are looking forward to buoyant business this autumn, a new industry barometer reveals. The inaugural quarterly Business Outlook survey from mail order pool data supplier Abacus shows almost 70 per cent of members of its...

Diary of a doormat.
September 18, 2006... Neil Hecquet is a founding director of Bristol-based direct marketing agency Flourish, the UK's third fastest growing agency. With a client list that includes Camelot, Sky, Chelsea Building Society, Cornhill Direct and the Open University,...

Consultancy: Dunnhumby creates UK data solutions post.
September 18, 2006... Data consultancy dunnhumby is bolstering its senior management team with the creation of the new post of UK director within its data solutions group. David Annis has joined from Alliance Pharmacy, where he was information delivery manager....

Mobile: House hunting moves to SMS.
September 18, 2006... Broadsystem is harnessing SMS as a customer service tool in what it claims is the first such use of the channel. House hunters are able to receive details via text of properties for sale when they see estate agents' boards. They text a...

Legal Eagle.
September 18, 2006... James Milligan is legal and public affairs adviser at the Direct Marketing Association. This column is not intended to constitute legal advice. For specific legal advice, contact your solicitor. For DMA membership details, contact Sean...

Targeted Communication: Integrated marketing is not simply multi-channel.
September 18, 2006... Everybody's talking about it, but very few are doing it. Most companies that think they have integrated marketing are merely engaged in multi-channel communication, a senior analyst at Forrester Research told Direct Response in an exclusive...

Movers: Appointment at ClarityBlue.
September 18, 2006... Paul Lillico has been promoted to partner of ClarityBlue's new propositions business. Lillico was previously application director at the customer intelligence company.

Movers: Appointment at Eurodirect.
September 18, 2006... Tim Pottinger has been appointed database solutions director at marketing intelligence company Eurodirect. Pottinger joins from Indentex, where he was managing director of the CRM division.

Movers: Appointment at Chemistry.
September 18, 2006... Lee Witherall has joined integrated agency Chemistry as director of analytics. Witherall leaves Tri-Direct, where he was data planning manager.

Movers: Appointment at Neo@Ogilvy.
September 18, 2006... Richard Wheaton has been appointed as the first-ever CEO of Neo@Ogilvy. Previously, he was EMEA marketing director at Getty Images.

Movers: Appointment at Euro RSCG 4D Digital.
September 18, 2006... Mark Watkins has been promoted to managing partner at Euro RSCG 4D Digital. He moves from the Australian office, where he was an account director.

Movers: Appointment at Chordiant.
September 18, 2006... Aly Richards has joined Chordiant, the customer experience software provider, as director of decision management sales and consulting. Prior to the move, she was head of CRM architecture and real time at O2.

Opinion: New voice takes over from call agents.
September 18, 2006... The website of telemarketing specialist and consultancy Merchants is currently flashing a message saying that, within a year, almost 50 per cent of contact centres will be using speech recognition technology. Typically, I jump to the wrong...

How to: Maximise the usability of your website.
September 18, 2006... Knowing who your customers are, what they will use your site for and how they will perceive the information you provide are key steps in developing a successful website, says Dug Falby. Sooner or later you will need to question the...

Creative Masterclass on: Standout B2B.(business to business advertising)
September 18, 2006... Business-to-business direct marketing is often criticised for being formulaic and dull. Drew Nicholson explains why it doesn't have to be that way. There is a very strong risk that I'll lose your interest in the next six seconds. In fact,...

Data Clinic: Ask the experts.
September 18, 2006... This month, our panel of data specialists advises on how to win back lapsed customers, discusses telephone preference services and explains how to maximise a promotion's take-up. From all of my acquisition activity, I have developed quite a...

Data Clinic: Data health check - RSPB.
September 18, 2006... The event of Ebiquita disappearing left the society with 33 million records to process before a major mailing campaign in January and saw it employ GB Group to pick up the pieces, writes Suzanne Bidlake. THE CASE When data services...

Data Clinic: Case Study - Holiday Rentals.(Brief article)
September 18, 2006... The virtual broker called in web analytics specialist Site Intelligence to help it gain an insight into its customers and build detailed profiles, says Simon Clarke. Holidaymakers are inundated with options when it comes to picking an...

Data Clinic: How to buy ... data pools.
September 18, 2006... A transactional data pool can help you target strong prospects and increase the value of your database. Renting data from a pool can be similar to renting names from a list, but it can be far more complex and rewarding. Transactional data...

Data Clinic: Get connected.(Brief article)
September 18, 2006... The internet is a fantastic reference source and is an inspirational place to get ideas on a host of topics and different angles - if you know where to look, says Sean Kinmont. The internet is the best reference source for an agency. It's...

Data Clinic: DataTalk.
September 18, 2006... Women now account for more than 50 per cent of online shoppers and are keen to interact with retail sites - but only those that have won their trust and offer genuine value, says Andy Farmer. It is a dangerous thing for a man to discuss...

Data Clinic: What I do in data - Neil Scoble, head of permission marketing, Composite Digital, AdLINK.(Interview)
September 18, 2006... Q: How did you arrive in this job? I got my first taste of a European role while working at my first company. I realised that, as technology improves, companies will be able to do more international marketing. I had a couple of interviews...

Data Clinic: What are ... Zombies.
September 18, 2006... About 60 companies worldwide still adopt a 'smash and grab' approach to email marketing, and are responsible for flooding in-boxes with spam. These emails tend to promote Viagra, pornographic websites, dubious get-rich-quick offers or...

Data Clinic: Technique - Six steps to successful customer intelligence.
September 18, 2006... The key to getting the most out of customer intelligence programmes is having the right mix of technology, enabling you to make better informed decisions about which customers to target and retain, says Tony Mooney. If you asked 100...

Data Clinic: A broker's view.
September 18, 2006... Much education is still needed when it comes to choosing the right suppression product. Who better to give this advice than the broker, says Mark Arnold. How many of us have tried to get to grips with the growing choice of suppression...

Data Clinic: Which list? A round-up of new or updated consumer, business and online lists.
September 18, 2006... NEW LISTS BUSINESS - Facilities Managers Integral Marketing manages this list of 10,203 postal records of decision makers in facilities management. All are major buyers of consumables and equipment associated with facilities...

Suppression weapons: What should be in your data cleansing armoury? Adam Woods uncovers different approaches.
September 18, 2006... Suppression ought to be one of the first things a company thinks of when putting together a direct mail campaign. A misdirected, badly addressed or downright inappropriate mailing can damage a company's brand, waste its time and resources, and...

Call Centre Expo: An abundance of communication.(Company overview)
September 18, 2006... Call Centre Expo 2006 is an ideal chance to catch up on a fast-changing industry. With the call centre industry going through turbulent times, it seems now more than ever it needs an event to offer guidance, encouragement and cohesion. Not...

Postal Services: Now size matters.
September 18, 2006... Last month, Royal Mail introduced its postal cost plan, Pricing in Proportion. How have businesses shaped up to the challenge? asks Suzanne Bidlake. When David Dale sat down, there was silence. Royal Mail's programme director for its new...

Secrets of my success - Harry Meikle, Group managing director, QAS.
September 18, 2006... I may as well be upfront; I don't like talking about myself. I feel that, in business, success is a team effort. At QAS, I am the team leader - no more, no less. I started my career in sales and whenever I'm asked about what I do, I simply...