PM_220208_p005 20/2/08 18:23 Page 5
February 22 2008 PrecisionMarketing 5
News
WaterAid kicks off
direct agency hunt
Brands axed in Cello Group rebrand
The Cello Group of agencies, which includes Navigator,
CCHM:Ping, Talking Numbers and Target Direct, are being
renamed to formalise their relationship under the banner of
the ‘Tangible Group’, and create one of the UK’s largest
marketing groups. The Group will be headed by Navigator
Sara Kimberley
chief executive Andy Carolan as chairman and John Rowley,
chairman of The Leith Agency and Farm Communications, as
International development chief executive. The move will see Navigator and Farm Direct
charity WaterAid is seeking an renamed Tangible Communications, CCHM:Ping as Tangible
agency to handle its direct mar- Financial, Talking Numbers as Tangible Data and Target
keting account. Direct as Tangible Response.
It is unclear if the charity’s
incumbent agency, Watson
Phillips Norman, will be
Man U shakes up global data strategy
affected by the review. Manchester United Football Club (MUFC) has appointed multi-
At the end of last year the channel marketing software company SmartFocus to manage
agency launched a DRTV its international data and achieve understanding of its global
fundraising campaign for Wat- fanbase. The club will use SmartFocus’ intelligent marketing
erAid to highlight the plight of software to build a CRM business solution that enables it to
children in developing coun- WaterAid manage and enhance its relationships with supporters on a
tries living with poor quality Has close ties with the Glastonbury festival global basis. The company’s campaign management and
drinking water and sanitation marketing analytics technology will build information about
(precisionmarketing.co.uk). supporters and how they interact with the club, and build a
The charity previously As a fundraising campaign, received a percentage of the single view of the supporter across all transactions.
worked with integrated agency WaterAid last year teamed up revenue from the text entries.
Domain, which was appointed with Yeo Valley Organic to The charity works in 17 coun-
to create an appeal to raise offer tickets to the Glastonbury tries to provide access to safe
Business Link NW to build roster
funds for a water-distribution Festival via an on-pack text-to- water and sanitation, as well as Business Link Northwest, the government backed
project in Ethiopia. win competition. WaterAid education about hygenic living. development company is seeking a roster of agencies to handle
its £10m online, direct marketing and advertising accounts.
The broad marketing brief will include the development of
external marketing campaigns, generation of an online profile
Honda pushes green credentials
on leading networking sites, advertising, website, consultancy
services, print and market research. The agencies will be
expected to remain on the roster for up to four years.
Car brand Honda is launching solve a puzzle and urges them to Sign up for free email alerts at precisionmarketing.co.uk
a campaign to showcase the either submit their details or
brand’s environmentally click through to a dedicated
friendly technology. Honda microsite.
• Editor Charlie McKelvey: charlie.mckelvey@centaur.co.uk Features Editor Emily Cubitt:
The ‘Problem Playground’ Honda relationship market- emily.cubitt@centaur.co.uk Senior Reporter Sara Kimberley: sara.kimberley@centaur.co.uk
campaign, which has been cre- ing manager Lee Anne Crossley
Reporter Jenny Hoffbrand: jenny.hoffbrand@centaur.co.uk Reporter/Sub-Editor Gemma Hummerston:
gemma.hummerston@centaur.co.uk Production Editor Stuart Aitken: stuart.aitken@centaur.co.uk
ated by relationship marketing says: “Honda has a long track
Group Production Manager Mark English: mark.english@centaur.co.uk Contributing Editor David Reed
agency Hicklin Slade & Part- record of leading the develop-
Group Ad Manager Jerome Wyer-Roberts: jerome.wyer-roberts@centaur.co.uk Senior Account Managers
ners, will comprise inserts and ment of more environmentally
Daniela Badcock: daniela.badcock@centaur.co.uk Kirsty clark: kirsty.clark@centaur.co.uk Senior Classified
Executive Stefan Robinson: stefan.robinson@centaur.co.uk Classified Sales Executive Matthew Titheridge:
online activity. friendly products and produc-
matthew.titheridge@centaur.co.uk Associate Publisher Ed Tillotson: ed.tillotson@centaur.co.uk PA Carolyn
The creative uses a variety of Honda tion processes. Our new lead
Hubbert: carolyn hubbert@centaur.co.uk Marketing Manager Claire Aspinall: claire.aspinall@centaur.co.uk Group
Art Director Colin McHenry
puzzles to demonstrate Honda’s Using puzzles in campaign generation campaign continues
passion for solving problems – the message of advertising
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in this situation the challenge work in order to surprise and
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introduces the brand’s a prize draw for a Civic Hybrid. thinking about the options to
responsibility for loss or damage, however caused, to any material submitted for
Issue specific: 8,353 publication. Printed by Pensord Press, Gwent.
approach to problem solving Accompanying online activ- become more environmentally
Average issue:
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and encourages readers to com- ity encourages prospects to friendly themselves.”
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publishers. Vol 20 Issue 9
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