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February 22 2008 PrecisionMarketing 3
Industry urges action on EU
Spectator boosts
law as freelances ‘face axe’
direct marketing
The Spectator magazine is
ramping up its direct
marketing activity with the
appointment of brand
Gemma Hummerston
December, but insiders fear it is an extension to the qualifying response agency Burn to
only a matter of time before it period, and also has concerns handle its marketing
Freelance staff, including becomes UK law. about how this is described and account. The agency, which
agency creatives, field mar- If it goes through, freelance the definitions of the terms won the business following a
keters and face-to-face charity workers will gain the rights to ‘qualifying period’, ‘an agency three-way pitch, will develop
workers, could soon be priced equal treatment with regards to worker’ and ‘end user’ due to a raft of activity. This
out of the market if the Govern- pay, working hours, holiday their different meanings within includes cold acquisition, re-
ment does not take action to entitlement and company bene- the direct marketing industry. establishing contact with
prevent the EU Agency Work- fits as end user staff following a DMA (UK) legal and public lapsed customer’s and CRM
ers Directive becoming UK law. qualifying period, even though affairs adviser Michelle Wicker communications via direct
This is the stark warning Charity workers they are already protected comments: “Ideally certain mail, email, online and direct
being issued by the DMA (UK), Could benefit from new legislation under current legislation. areas of the industry such as response advertising. Burn
which fears the directive – The DMA believes this bill field marketing should be co-pitched alongside Walford
which would see temporary would have a negative effect on exempt from the directive. Wilkie, which handles all
employees given the same The trade body’s chiefs have end users as it would make free- However, if this is not feasible, brand advertising on both
rights as permanent staff once held top-level meetings with the lance more expensive and more tighter definitions would make The Spectator and recently
they have been at a company for Confederation of British Indus- bureaucratic, so in the long the directive more workable closed The Business.
six weeks – could be pushed try (CBI) to lobby the Govern- term companies will either stop within the direct marketing
through unchallenged by the ment to press for a number of using freelances or outsource industry.”
French Presidency of the EU in exemptions. The Government their work outside the UK. The Agency Workers Direc-
Glue appointed
the second half of this year. vetoed the move as recently as The trade body is looking for tive was first drafted in 2002.
to DCSF account
The Department for
Children, Schools and
VisitScotland in direct rethink
Families (DCSF) has
appointed Glue to handle its
digital account on a project
basis. The agency will be
tasked with creating a
Sara Kimberley
campaign to support and
increase the number of
VisitScotland is overhauling its students over 16 years-old
marketing strategy by creating studying science technology,
highly personalised marketing engineering and maths
communications – including Michael Murphy (STEM) subjects - specifically
tailored information and spe- New non-executive chairman at DLG physics, chemistry and
cial offers – to convert occa- maths A-levels. Lowe has
sional visitors into regular been appointed to handle the
tourists. Murphy takes advertising brief, while
The Scottish Tourist board Naked will handle the
has developed a ‘keep discover- top DLG role communications planning.
ing’ programme, created by The appointments follow a
Union Direct, in conjunction series of competitive pitches
with VisitScotland’s strategic Data giant DLG has appointed managed by the Central
consultancy, Fraoch Market- Friends Reunited chief execu- Office of Information (COI).
ing. It is claimed to be the first tive Michael Murphy as non-
of its kind in the national VisitScotland executive chairman, following
tourism market. Creating highly personalised marketing communications its recent refinancing through
Asda pushes
The new strategy aims to Kaupthing Capital Partners.
engage and gain a better As former chief operating
Internet Savings
response from customers on the deliberately investing commu- unusual in this sector and in officer at the Financial Times, Asda Financial Services is
VisitScotland database, based nication budget in those con- many ways we’re borrowing managing director at FT Busi- launching a campaign to
around their interests and sumers we feel have most lessons learnt from similar pro- ness and senior non-executive raise awareness of its
hobbies. potential for incremental spend grammes in other markets such director of Datamonitor, Mur- Internet Savings account, in
A mailpack will be sent to and using the rich base of infor- as FMCG. It’s also great to have phy’s experience of running partnership with Bradford
nearly 400,000 frequent visitors. mation we have on them to tai- a fully integrated programme businesses in the digital mar- and Bingley. The drive,
Recipients can store the infor- lor their communication using working on and offline.” keting, advertising and pub- created by Ashley Bolser
mation sent in a bespoke ‘jour- a combination of variable laser, The tourism board is still lishing arena will boost DLG’s Agency (ABA) aims to
neyman’ folder, designed to be digital and litho print.” seeking an agency to handle its intended expansion plans. promote the savings account
handy for glove boxes. Union Direct account direc- pan-European online and cus- His remit will be to oversee in an informative way,
It will also be supported by tor Susannah Low comments: tomer management business the development of DLG’s new simplifying the offering for
an online programme that in- “Such a strategic approach is ( products and services. the customer. Direct mail
cludes a microsite, visitscot- This is designed to enhance packs, leaflets and online, the company’s market position activity will be sent to
developed with Equator.
Creative Critique
through future acquisitions and current and prospect
VisitScotland’s group product customers in November.
manager Gwen Raez comments:
Cordell Burke focuses on big ideas 19 »
to drive business strategy for-
ward with the objective of plac-
“This is a major strategic initia- ing DLG as the primary con- Sign up for daily news at
tive for us. What we’re doing is sumer data hub in the UK.
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