DIRECT: Briefs

Nationwide is spending pounds 1m on a direct response campaign for its mortgages, which attempts to break away from the traditional style and tone of mortgage advertising. The campaign, through Ping Communications, parodies retail advertising by linking mortgages with products such as coffee, cornflakes and shampoo. The ads use lines such as ’The perfect mortgage blend, value and flexibility’. National press, point-of-sale, internet and specialist press activity targets 25- to 45-year-olds. Media is through CIA Medianetwork.

Nationwide is spending pounds 1m on a direct response campaign for

its mortgages, which attempts to break away from the traditional style

and tone of mortgage advertising. The campaign, through Ping

Communications, parodies retail advertising by linking mortgages with

products such as coffee, cornflakes and shampoo. The ads use lines such

as ’The perfect mortgage blend, value and flexibility’. National press,

point-of-sale, internet and specialist press activity targets 25- to

45-year-olds. Media is through CIA Medianetwork.



Airbus Industrie has appointed Euro RSCG Direct to develop a direct

marketing programme for its corporate jet liner. The agency will run

activity including CD-ROMs, direct mail, events and a web site,

targeting pilots who fly corporate jets. Euro RSCG has moved to

strengthen its team by hiring account director Gavin Lloyd from

Wunderman Cato Johnson, and senior account manager Fiona Durkin from

David & Charles Publishing.



Richardson Pailin & Fallows, the direct marketing agency, has

restructured and promoted four new directors to the board. Ann-Marie

Radford becomes director of client services, Mark Foster creative

director, Paula Jenkins planning director and Lynn Mullen director of

people development. The agency wants to reposition itself as an

integrated agency, and is in talks with other companies over potential

mergers.



IBM has appointed field marketing firm EMSChiara to run a pounds 1m

campaign across Europe. The agency will focus on ensuring that IBM has

consistent brand values across 20 markets in Europe.



The Institute of Sales Promotion is introducing a series of training and

education initiatives. It is remodelling the ISP Diploma in time for

people enrolling for next year’s course. Advertising, new media and PR

will feature in the diploma. The ISP is also launching the ISP

Certificate of Promotional Marketing, a low-cost correspondence course

aimed at students.



Colour Library Direct, the direct seller of books and stationery, is to

expand into international markets in a bid to establish itself as a

global direct marketing brand. CLD expects to start operating in Spain

at the start of next year, and is also exploring joint ventures in other

countries. It is planning to undertake market research programmes in

Scandinavia, Germany and France to test potential. CLD is also expanding

its product range into toys, video and music.



Card Talk, a system which enables retailers’ loyalty cards to contain

games and voucher-based promotions, launched this week. It is aimed at

retailers attempting to build customer databases from card

information.



Consumers can run any swipe card through the system, developed by

Electronic Marketing Ventures, and obtain instant-win prizes and

money-off vouchers.



Marketers can reprogramme activity through the system and monitor

response.



A Read Group survey reveals that levels of incorrectly addressed mail

rose by 31% last year, costing the industry pounds 46m. The figures,

based on activity by 400 direct marketers, show that mail wastage has

increased from pounds 35.5m to pounds 46m. Out of 3.1 billion items

mailed this year, 84 million were sent to people who had changed

address.



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