Claydon Heeley has won pounds 500,000 of below-the-line for British
Airways, following the recent revamp of the airline’s corporate
identity.
The agency has also released results for its Website for DVLA
registration numbers, which were only advertised on DVLA direct response
ads.
The site received 16,000 hits in the month since its launch and is due
to be updated when the new registrations come out next month.
Bozell Jacobs Kenyon and Eckhardt has acquired Communicomp, a Florida
direct marketing agency, which will become an independent subsidiary of
BJK&E. Herschell Gordon Lewis, chairman of Communicomp, will take on
added responsibilities as chairman of BJK&E Direct.
Allders, the department store group, has acknowledged that its increased
spending in below-the-line marketing is responsible for the rise in
half-yearly profits, which doubled to pounds 16 million. Harvey Lipsith,
chief executive of the group, said: ’We have been putting money behind
marketing and it’s paying off.’
Tesco is to start analysing what users of its Clubcard loyalty cards are
buying in a bid to offer more relevant services through direct mail. A
leaflet is being mailed to card holders offering the option of product
information from third parties. The supermarket also plans to introduce
high-rate saving schemes.
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