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.



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