OVER FORTY of the UK’s largest financial services providers have linked to form [tank], an initiative by the Bank of Scotland with backing from the DMA and the Institute of Direct Marketing. The alliance was sealed in Edinburgh at an inaugural meeting of forty-nine delegates from financial services companies. Its main objective is the pooling of data and establishment of a code of best practice. Says Sean Larrangton-White, direct marketing manager at BoS and midwife of the [tank] concept: ‘The feedback I have received has been very positive. We have tried to concentrate on developing interactivity between groups of delegates in order to allow for cross-fertilisation of ideas.’ The concept asks members to submit individual data, supplied by Market Move-ments, on direct mail activity for consolidation, which is then returned in aggregated form as a quarterly report. This gives each member-company a yard-stick against which it can measure its performance.
© Copyright 2017
All rights reserved including database rights. This electronic file is for the personal use of authorised users based at the subscribing company's office location. It may not be reproduced, posted on intranets, extranets or the internet, e-mailed, archived or shared electronically either within the purchaser's organisation or externally without express written permission from WARC.