THE 1997 DMA/ROYAL MAIL DIRECT MARKETING AWARDS: INDUSTRY DEVELOPMENT - MARKETING SERVICES

WINNER

WINNER



Client: Royal Mail Response Services



Agency: OgilvyOne Worldwide



Copywriters: Xanthos Christodoulou, Steve Harrison, Peter Wise



Art directors: Brian Storey, Bob Anderson, Sue Lamb



SECOND



Client: Talking Numbers Data Based Solutions



THIRD



Client: GB Information Management/Brann



WINNER



Among the products and services designed to improve targeting and mail

efficiency, Royal Mail’s Freepost NAME was a clear winner. It offers a

one-line response device for brand reinforcement.



For DRTV advertising, in particular, it provides a method of giving a

mailing address which does not detract from the visual action.



Executives in top agencies in TV advertising received film viewers which

contained their own work and demonstrated how Freepost NAME could

improve response rates without cluttering their creative. The message to

their clients was exemplified by the delivery of a mailbag.



By mid-September, 150 companies had signed up, including such large

advertisers as Honda and Volvo. Of the 406 leads obtained through direct

mail and press advertising, 63% recalled the service with no prompting,

68% kept the mailing pack, and 86% said either that they were likely or

very likely to use the service in the future.



’A simple idea, very well executed,’ summarised the judges.



SECOND



The DM Calculator from Talking Numbers Data Based Solutions is a piece

of PC software for Windows 3.11/95. It calculates the minimum size of

sample mailings and ensures results are statistically significant.

Comparisons of marketing activity highlight the differences between

campaigns, such as whether one creative treatment is more effective than

another.



The suppliers say that it can save thousands of pounds per campaign.



It also gives non-technical people the ability to perform powerful

response analyses more effectively and quickly.



THIRD



Launched at the London International Direct Marketing Fair in March, the

Market Revelations service brings together the information analysis,

discovery and statistical analysis of Brann Software, with software for

data cleansing and delivery, and the database of UK consumer prospect

and profiling information of GB Information Management.



The service has been developed to provide the direct marketing industry

with the ability to identify an individual prospective customer from the

entire UK population, from one source, quickly, efficiently and

effectively.



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers