The week in Marketing: 28 October 2008

Deceased Preference Service
Deceased Preference Service

LONDON A roundup of important stories from the world of marketing.

Direct mail sent to the dead

A horse-drawn funeral procession has been led through the streets of London to highlight the problem of direct mail sent to the dead.

The campaign was created by The Deceased Preference Service and suppression company Millennium. According to research by Millennium-owned Mortascreen, which removes the names of the deceased from companies' mailing lists, people in the North of England are the most likely to be sent commercial mail after their death.

The most-affected area is Hull, where, on average, 1.12% of addressed mail is sent to the deceased.

PM addresses WACL

Gordon Brown addressed representatives from the marketing, advertising and communications industries at a lunch to celebrate the 85th anniversary of WACL (Women in Advertising and Communications London) last Thursday. The Prime Minister talked about the economy and his fondness for reality TV shows.

Lavazza gets saucy

Lavazza, the Italian coffee brand, has produced a racy calendar and launched a pan-European advertising campaign. Featuring photographs taken by celebrity photographer Annie Leibovitz, the 2009 calendar depicts 'The Italian espresso experience' and highlights the company's national heritage.

2012 in mascot hunt

London 2012 has kicked off its search for a creative agency to design its Olympic Games mascot. The winning agency will be briefed to reflect the theme 'Best of British'. The mascot will be used on official merchandise, and in film and digital material.

Kraft uses celeb chef

Kraft has signed up Italian chef Aldo Zilli to front a six-week promotion of its Philadelphia brand. The campaign, created by MediaVest, centres on videos in which Zilli follows a recipe featuring Philadelphia as a cooking ingredient. Each week, a recipe will be released on a microsite, where visitors can watch the videos and download the cooking instruct-ions. The activity is supported by print ads and sponsorship idents on UKTV. The recipes will also be available on branded cards in Asda stores.

Missing on milk packs

Charity Missing People is to print requests for information on the milk cartons of super-market chain Iceland. The campaign will feature on four-pint packs.

Topshop sells fruit

Urban Fresh Fruit, the dried-fruit company, has secured listings in 60 Topshop outlets, including the brand's Oxford Street store in London. The deal coincides with a revamp of the fruit brand's packaging, which will carry messages such as 'Not a bag of crisps' in a bid to appear fun.

Boots drafts in OMD

Boots has hired OMD to its £50m media account following a pitch that included incumbent agency MediaCom. The review followed the merger earlier this year of Boots' marketing and trading teams under marketing director Elizabeth Fagan.

Help the Aged hire

Help the Aged has appointed TDA to develop an online donor acquisition strategy for its ethical gift website Cows 'n' Things. The gifts, proceeds of which help to fund projects for the elderly in developing countries, range in price from £5 to £400 and include chickens, cows, beehives and greenhouses.

NME Big Quiz

BlackBerry has teamed up with music magazine NME to sponsor the NME Big Quiz in university towns. The quiz will tour union bars to test the music knowledge of students. Prizes include BlackBerry handsets, Ticketmaster vouchers and free music downloads. The activity comes as BlackBerry attempts to target a younger demographic.

TMG launches app

Telegraph Media Group (TMG) is launching an application for Google Android, the open-source operating system for mobile phones. The TMG application gives users access to content from

Rightmove job cuts

Property search website Rightmove is to make 20% of its staff redundant. Rightmove attributed the lay-offs to the slump in the housing market, but said it plans to increase its consumer marketing spend by up to £1m. The site also intends to reorganise its sales and customer-service teams into regional divisions.

T-Mobile's £10 offer

T-Mobile is launching a £6m ad campaign promoting its pay-as-you-go offering in the run-up to Christmas. The activity, created by Saatchi & Saatchi, focuses on a 'Double your credit' deal, which offers Top Up & Stretch customers £10 worth of free weekend credit when they add £10 to their account in the week.

Crufts loses Pedigree

Pedigree, the dog-food brand, is to end more than 40 years of Crufts sponsorship following claims the show promotes unhealthy breeding methods. The sponsorship is believed to be worth as much as £500,000 a year. In August, a BBC documentary alleged that unhealthy dogs, such as epileptic boxers, were winning best-in-breed competitions at the show.

Nationwide in review

Marketing agencies Adam & Eve, Karmarama and Euro RSCG are in the running for Nationwide's £10m above-the-line account. Incumbent Leagas Delaney resigned last week. The pitch, to be held in January, will be overseen by Oystercatchers.

Mall attracts brands

Luxury brands and mobile phone operators make up the bulk of the launch advertisers at the Westfield shopping centre, which opens in London's White City tomorrow (Thursday). Brands such as Tiffany & Co, Yves Saint Laurent and T-Mobile are to feature on the ad spaces offered by CBS Outdoor; these include LCD screens, which can be updated remotely.

Zoom chief's launch

The former UK head of failed airline Zoom is setting up a short-haul airline to meet demand for seats following the collapse of XL Airways. Due for launch in April 2009, the carrier - yet to be named by founder Jonathan Hinkles - will fly from Gatwick to countries including Greece, Turkey, Spain and Egypt.


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