OVER FIFTY financial services companies have committed their support to [tank], the data-pooling initiative and industry forum pioneered by Sean Larrangton-White, direct marketing manager of the Bank of Scotland. The group’s initial objective is completion of a benchmarking study into the use of di-rect mail by forum members, a three month pilot for which is currently under way through mail monitoring specialist MMS Market Movements. The results of the study will be available to members at [tank]’s first conference, due to be held at a European venue in June. The body has also appointed its first staffer, project manager, Serena Watkins, former PR and corporate affairs manager at the Institute of Direct Marketing. The project has also attracted a number of sponsors, among them the Royal Mail, Experian and Waddies Print Group.
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