DM p4-6 News Feb09.qxp 29/01/2009 11:33 Page 5
News
Direct marketers demonstrate Tri-Direct rebrands
‘exceptional compliance levels’
Tri-Direct has rebranded
itself as Acquity to reinforce
T
he Direct Marketing ‘unwanted emails’ and ‘poor keting, unclean data, incorrect its credentials as a customer
Commission (DMC) has response’, for example the information and poor sales serv- insight agency. Head of
announced the results of its first inability to get through to the ice and were confined to list integration Richard Davies
Quarterly Complaints Index, company on the telephone or companies and companies in becomes managing director,
the report and analysis of com- unhelpful or inappropriate com- the directory publishing sector. replacing Patrick Carew who
plaints it received between pany responses to consumer Matti Alderson, chairman of becomes head of finance.
September and December 2008, queries. the DMC, commented: “The Davies commented: “We
revealing “an exceptionally Perhaps unsurprisingly given results reveal something that have an analytics team of
high industry willingness for that the data were gathered over those of us in the business of seven experts in all aspects
compliance with self-regulatory the Christmas shopping period, self-regulation have realised for of data – and the data
rules” for the period. 66% of all complaints were some time: the vast majority of insights generated enable us
Of the 107 complaints directed against companies in the DM industry enjoys an to be incredibly precise in
received, 94 were investigated the home shopping industry. extremely high level of compli- our prospect targeting.
and resolved informally without The next most commonly com- ance. In our experience, despite Combining this acuity with
the need for any formal action. plained about sector was that of the negative press that the the core principles of
The industry practice most direct marketing itself with 15% industry sometimes receives, the customer acquisition, we
frequently subject to complaint of complaints related specifical- great majority of companies are have become Acquity.”
was payment including unclear ly to direct marketing suppliers. keen to provide a high quality
invoices or additional charges, Only six complaints were B2B of service and recognise the
Equifax updates ER
while the next most common complaints and concerned commercial benefits of being
areas of complaint (9%) was instances of door to door mar- compliant” Equifax completed the
upload of the 2008 electoral
roll data from all the UK’s
New Information Commissioner
local councils last month,
making the identity
set to take over in June
verification information
available to lenders
A
dvertising Standards Commissioner for Public jobs in the world, but I’ve been immediately. The data has
Authority director general Appointments. doing it since April 2000. It’s already been incorporated
Christopher Graham has been Graham has been director time for somebody else to take into Equifax’s consumer
named as the preferred candi- general of the ASA since 2000 things forward to the next level. credit database.
date to take over as information and is a non-executive lay repre- “Meanwhile, the information The overall size of the
commissioner when Richard sentative on the Bar Standards commissioner is so much at the Electoral Roll has increased
Thomas retires from the post in Board since 2006, and non- centre of debates on informa- by just under 1% from 2007
June. executive director of Electoral tion security, privacy, better to 2008 though there has
Graham was chosen following Reform Services since 2001. government and the right to been an increase in the
a rigorous selection process vali- Graham said: “Director gener- know that I am keen to take on proportion of adults
dated by the Office of the al of the ASA is one of the best this new challenge.” choosing to opt out.
www.dmarket.co.uk Database Marketing February 2009 5
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