Magazine article Marketing

Direct Marketing: Marketing Report - the Vital Statistics

Magazine article Marketing

Direct Marketing: Marketing Report - the Vital Statistics

Article excerpt

Sales attributed to direct marketing activity total pounds 107bn each year, according to the Direct Marketing Association (DMA).

As an industry, the discipline generates about 9% of consumer sales, and provides 3% of all UK employment. Here, we look at two agencies making the headlines on the basis of their innovative approaches, and delve into the DMA's latest report on consumer experience of the medium.


After a productive 2006, Kitcatt Nohr could have been forgiven for keeping its head down to consolidate and bed in its new clients during 2007. However, last year it managed to win more business than ever Among the wins were prestigious brands such as John Lewis, The Salvation Army and WWF, as well as project work for the RAC, and Carphone Warehouse.

Despite this impressive growth in volume, Kitcatt Nohr remains true to its original principle that at least one of its four founding partners - Marc Nohr, Paul Kitcatt, Vonnie Alexander and Jeremy Shaw - is directly involved with each of its clients. Although the bulk of the agency's work remains below-the-line, it has also turned its hand to a number of successful TV ads, including a campaign for Virgin Holidays.


The rise of Iris since it opened its doors in 1999 has been startlingly swift. Last year was exceptional, even by the agency's ambitious standards, with a string of heavyweight and diverse new-business wins.

Iris demonstrated its ability to activate briefs ranging from simple direct-mail packs and sales promotion to sports sponsorship activation and experiential marketing. By the end of last year, it was the global sponsorship agency for ING Direct, the lead global digital agency for Shell and a digital roster agency for Coca-Cola. It won promotional briefs from Unilever to support its Sure, Lynx and Vaseline brands and developed work for Sony Ericsson.

Source: Marketing Agency of the Year 2007


- Consumers are filtering out the marketing information they need, especially when gathering information ahead of purchase. Their preferred methods are talking to the retailer and word of mouth.

- This empowerment is also reflected in decreasing levels of loyalty. …

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