One of the direct marketing industry’s fiercest critics, The Daily Telegraph, is planning to ramp up its use of the medium after appointing Proximity London to handle its CRM account.
The company poineered direct and data marketing in the newspaper industry in the mid-Nineties under director of development Tony Coad, in a move which was replicated across the sector.
It also runs an insert programme with TNT Post Doordrop Media which offers postcode targeted marketing campaigns, including consumer packs, magazine distribution and in-home sampling.
Despite this, the company’s titles have been long-term opponents of the sector in their editorial coverage, regularly publishing stories about “junk mail”. They were also highly critical of Kate Middleton’s parent’s business – Party Pieces – lambasting the fact that it made money from selling on customer data, something it has been doing for years.
Proximity, which it is claimed will be the group’s first retained agency for a number of years – it has previously worked with a number of businesses on a project basis – was appointed without a pitch.
The agency’s first work for the brand will launch later this month, to coincide with the launch of the Telegraph’s 500 Must Have Apps microsite.
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