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Article: Tesco success drives dunnhumby forward.(dunnhumby served as consultants for Tesco Clubcard)(Statistical Data Included)
- Article from:
- Precision Marketing
- Article date:
- September 21, 2001
- Author:
CopyrightCOPYRIGHT 2001 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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dunnhumby involvement in the launch of the Tesco Clubcard set the route that other database marketers would follow Gabriella Davila reports on how the company intends to keep its lead
In the past decade, there have been three events that have been significant in elevating the status of direct marketing in the UK: Heinz UK's decision to cipher [pound]25m of its ad budget below the line; the appointment of a direct marketer - John Farrell - to the helm of one of the world's top advertising networks; and the launch of Tesco Clubcard.
Heinz's groundbreaking move shocked the advertising fraternity while Farrell's appointment to chairman of DMB&B London and ...