PM_220208_p001 20/2/08 18:36 Page 1
News Analysis
Small businesses are proving to be slow 11 »
Digital Marketing Report
Why email and search marketing 19 »
in seeking alternatives to Royal Mail are vital to your business
PRECISIONMARKETING.CO.UK THE NEWS MAGAZINE FOR DIRECT MARKETING, DIGITAL AND DATA FEBRUARY 22 2008 £3.95
Charities blasted for ‘£11.5m waste’
Sara Kimberley
The manufacturing and util- showing a healthy appreciation
ity sectors have shown the of the benefits of suppression,
The charity sector is being greatest improvement in the but we do have to stand back
accused of wasting £11.5m use of suppression in the past and take a sharp intake of
worth of marketing spend – and year, with manufacturing breath at the performance of the
abusing the trust of its donors – increasing its use from 23.7 per charity sector. It is, in effect,
by mailing millions of people cent to 52.6 per cent, and utili- abusing the trust of its donors
who have either moved or died. ties rising from 19.9 per cent to by wasting funds through mis-
The accusation comes in a 60.6 per cent. management of data.”
study by The REaD Group into The REaD Group chief execu- The move coincides with the
use of suppression services tive Mark Roy says: “It is launch of the Charity Suppres-
across industry sectors, making Suppression encouraging that the use of sup- sion Service (CSS) by data spe-
charities one of the worst Charities are failing to effectively screen direct mail campaigns pression is significantly up over cialists DM Print, part of The
abusers of the environment. the previous year. This is Direct Marketing Group.
Although they are the third almost certainly due to envi- The company claims the
biggest users of direct mail – The industry average is 60 per only one to see a decrease in the ronmental pressure as well as scheme will offer charity mar-
accounting for 10 per cent of all cent. use of suppression files, from demands for increased effi- keters cut price rates on gone-
expenditure – only 12 per cent of While the direct mail indus- 13.12 per cent to 11.43 ciency in a tightening market. aways and deceaseds. The
mailings are screened against try has increased its use of per cent. The report shows that Our research shows that many dedicated suppression scheme
the Gone Away Suppression file suppression by 42 per cent the insurance sector is the most companies are still failing to contains 3 million-plus gone-
(GAS) and only 9 per cent are between 2006 and 2007 – saving responsible, screening over 80 suppress and are wasting more aways and an estimated 600,000
sent screened against The 16 million unwanted mailings – per cent of its mailings against than £50m a year. deceaseds.
Bereavement Register (TBR). the charity sector is the suppression files. “Most industry sectors are now See Leader, page 15
Kitcatt Nohr picks up Two buyers square up Plus
Britannia business for Chemistry battle
News Analysis
Too many email
marketers fail to comply
with best practice
Jenny Hoffbrand Jenny Hoffbrand
Britannia Building Society has Two buyers are understood
12 »
handed its direct marketing to be fighting it out for
account to Kitcatt Nohr Alexan- the chance to buy Chemistry
Profile
der Shaw following a competi- Communications.
tive pitch. One of the suitors is believed
A candid Charles Ping
The pitch was called in to be a large marketing services
speaks his mind following
November of last year and has network, while the other is
his move to Ai
been handled by the AAR. It is Britannia Building Society thought to be independent.
understood that up to nine Called a pitch in November last year The winning bidder will Dove
agencies were involved. acquire the entire Chemistry A major client of Chemistry
13 »
Three agencies – Kitcatt Nohr Group, which includes a direct
Alexander Shaw, Clark McKay mutual across its mortgages, agency in London, a digital
Special Report
and Walpole, and Archibald savings and loans. Kitcatt Nohr agency in Nottingham, an Baileys, Dove, Siemens, TFL,
In search of an online
Ingall Stretton – contested the will be responsible for inte- events and publishing com- Slimfast, and Yell.
final stage. grated activity across all direct pany, and integrated agency In August of 2006, Chemistry
data cleaning solution
Kitcatt Nohr will start work- media. Worth Communications. hired ex-Publicis Dialog cre-
ing on the account immediately. Britannia is the UK’s second The sell-off is being handled ative chief Mike Cavers as exec-
31 »
Britannia’s direct marketing biggest building society, with by Results International. utive creative director (PM
activity has previously been 254 branches and almost 3 mil- Chemistry Communications August 25 2006). Cavers was
handled by Carlson Marketing, lion members. was launched in the late tasked with boosting the
but was taken in-house four Brand advertising will con- Nineties as The Interactive agency’s creative product. He
years ago. tinue to be handled by McCann Agency. The group boasts a host has since made a number of
The building society has Erickson Manchester, with of big name clients, such as high profile hirings and split
briefed the agency to drive media planning and buying Emirates, PayPoint, Timotei, the creative department into
customer relationship manage- through Manning Gottlieb and Toshiba. Its major digital three core areas: digital, direct,
ment and retention for the OMD. and direct clients include and promotional marketing.
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