Client: Royal Mail Response Services
Agency: OgilvyOne Worldwide
Copywriters: Xanthos Christodoulou, Steve Harrison, Peter Wise
Art directors: Brian Storey, Bob Anderson, Sue Lamb
Client: Talking Numbers Data Based Solutions
Client: GB Information Management/Brann
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.
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
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.
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