PM_220208_p002 20/2/08 18:39 Page 2
2 PrecisionMarketing February 22 2008
News
OFT warns teens
Office heads retail email
in fake text blitz
The Office of Fair Trading marketing ‘roll of shame’
(OFT) is sending out thousands
of fake text messages to 18- to
24-year-old mobile phone users
as part of a strategy to raising
Jenny Hoffbrand
as the retailer making best use dotMailer business develop-
awareness about scams. The of the channel, followed by STA ment director Tink Taylor, who
text message, sent out as part Shoe chain Office tops the ‘roll Travel, Asda, Marks & Spencer, is a member of the DMA(UK)
of Scams Awareness Month, of shame’ when it comes to and Thomson. Email Marketing Council, com-
reads ‘Urgent! U may have won sloppy email marketing prac- But with spam accounting for ments: “Our study is eye-open-
£1k cash with ‘2 Good 2 B tice , in a damning report which up to 95 per cent of all emails ing in demonstrating that many
True’’. This is then followed also exposes nearly half (46 per sent, the report says it is now retailers are failing to realise
by a second text message that cent) of retailers fail to comply more crucial than ever for mar- the full potential of email as a
makes clear there is no prize with the most basic legal keters to get their message sophisticated direct marketing
and that the message has been requirements. across. channel, offering vast scope for
sent by the OFT to warn about The benchmarking report, Key failings identified targeted and measurable com-
scams. The message also entitled ‘Hitting The Mark’, include minimal or ineffective munications.
promotes SMSus, a new text judges brands across 20 criteria, design, inappropriate landing “ISPs are filtering out mar-
message service launched by including deliverability, pages and lack of targeting. keting emails and consumers
PhonepayPlus. response rates and legality. It Alarmingly, only one in five are becoming more selective in
claims most companies are retailers uses information the way they view, read and
Andrews quits
making significant failings by about customer preferences to delete emails. Email marketing
neglecting to use the channel to tailor email content. is complex and if we simply
Personal
its full potential and ignoring The report also shows that ignore the best practice guide-
best practice guidelines. basic legal requirements to dis- lines or are not aware of the
Personal creative partner Jason Office is followed on the roll play a company’s registration issues involved then we fail to
Andrews has quit the agency of shame by Lidl, H&M, on joint Topshop number and office address in all maximise every opportunity
following the merger with second, then Expedia and Making best use of email marketing email marketing are being that email offers.”
direct agency Partners Somerfield. Topshop emerges flouted by 46 per cent of brands. See News Analysis, page 12
Andrews Aldridge. His
departure follows the
acquisition of Partners
Andrews Aldridge by Personal Orbis hands direct British Gas promotes
parent company The Engine
Group. The group aims to
merge the two agencies to form account to Flourish insurance aggregator
a single 100-person company,
which will trade under the
Partners Andrews Aldridge
brand, with Phil Andrews and Jenny Hoffbrand with reinvigorating the char- British Gas Business is target-
Steve Aldridge continuing at ity’s donor communications to ing small companies in a cam-
the helm of the new agency. Orbis UK, the charity dedicated reignite its supporters’ passion paign to raise awareness of
Andrews will become chief to preventing and treating for the work being carried out its new online insurance
executive, while Aldridge will blindness in developing coun- by Orbis. Through training, aggregator, insurance-for-busi-
become executive creative tries, has handed its direct mar- education and treatment, Orbis ness.co.uk.
director and chairman. keting account to Bristol-based has restored the sight of mil- An integrated marketing
agency Flourish. lions of people in the developing campaign will be used to drive
EMDA shares
The charity’s direct market- world. customers to the website. Busi-
ing has been handled by Direct The charity relies entirely on nesses specialising in trade British Gas
£5m account
Marketing Group-owned char- donor support to raise funds for and retail will be targeted, Targeting SMEs with online scheme
ity specialist agency Whitewa- the vital work it carries out in particularly those in niche sec-
East Midlands Development ter since 2002. Orbis handed helping to combat the problem tors which may struggle to find
Agency (EMDA) has the account to Flourish without of the 37 million blind people competitive insurance cover traditionally struggle to get
appointed five agencies to its a pitch. worldwide. elsewhere. insured. TDA’s combined track
£5m integrated account. Flourish will now be tasked Flourish has already been British Gas Business has record in B2B and financial
Carlson Marketing, 23red, working on its first brief from briefed TDA to produce the services makes it the ideal
Pera International, Momenta Orbis. The campaign is due to campaign which will go live in partner for us.”
and Greenlight Advertising break next week. March. It will include direct TDA managing director Peter
and Communications have Flourish creative director mail and press ads directing Wilton adds: “We are working
been appointed to the EMDA Keith Nichol says: “We are customers to tailored online on a highly targeted acquisition
roster to work on ongoing really excited about working portals. and conversion strategy. Insur-
projects. Last year the with Orbis. They’re a fantastic British Gas Business head of ance-for-business.co.uk offers a
government body appointed team with a brand that has a insurance Neale Phillips says: wide range of competitively-
23red Central to review its tangible and single-minded “Our new insurance service can priced insurance options and
brand identity. The activity proposition; eliminating avoid- provide a quick and cost-effec- it’s a target audience ripe for
included the promotion of the able blindness. tive solution for many busi- effective segmentation and tar-
Creative Partnerships, a joint “We’re looking forward to nesses, including those that geting proposition testing.”
venture by the Department of working closely with the Orbis
Culture, Media and Sport and team to develop some emotive
the Department of Education and hard-working creative.”
Viewpoint
& Skills. At least 90 per cent of all
Orbis blind and visually impaired
Lucy Edwards goes green 14 »
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