30 Jan 1998 | by ALASDAIR REID
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The Sunday Business is to price itself at just 50p - around half the price of other Sunday broadsheets - in a move to position itself as an additional read rather than as direct competition for existing titles.
Once again evidence reaches us of the unerring power and accuracy of direct marketing, this time from WWAV Rapp Collins.
Express Newspapers is launching a direct marketing drive to attract new readers to Express Sport, its relaunched weekly sports paper. The direct mail campaign will use a database of over 200,000 male and female consumers, created by direct marketing agency MBO.
An expert is someone from out of town who knows nothing about the subject, but has lots of slides. A friend with Andersen Consulting gave me that one. I recalled it while chairing the Scottish Direct Marketing conference last year.
Bureau call centres play a vital role in direct-response campaigns, providing client companies with an out-of-house resource servicing the thousands, even hundreds of thousands, of telephone calls generated by a direct-response or direct-mail campaign.
John Shaw, the co-managing director of Wunderman Cato Johnson, has left the agency, citing disagreements over policy with the direct marketing agency s European boss, Helmut Matthies.
Guinness looks set to target younger drinkers in its first work from Abbott Mead Vickers BBDO.
For the third year running an ad agency has won gold in the DMA/Royal Mail Direct Marketing Awards (sponsored by Campaign s sister publication, Marketing). As the integrated 90s draw to a close, it would appear that above-the-line folk are at last coming to terms with a more adventurous agency culture...