The debut issue of Precision Marketing hit the streets in October 1988. But, 15 years on, who do readers see as the industry trailblazers? Charlie McKelvey reports

The launch of Precision Marketing might not have been one of the most momentous events of 1988, bearing in mind that this was the year of the Lockerbie bomb, the Piper Alpha oil platform disaster and sprinter Ben Johnson's exposure as the world's biggest cheat. But for a nascent direct marketing industry the launch of its first weekly magazine was proof that the sector was gaining a collective voice.

There have been many milestones over the past 15 years - the hard-won battles over data protection, the rise of data, the shake-up of the insurance market, and the emergence of US agency groups - yet these would not have been possible without the pioneers.

So, to pay tribute to them, we have conducted a major readership poll among clients, agencies and suppliers to highlight which individuals and companies have made a significant contribution to the direct marketing industry over the past 15 years.

A quick glance at the table will prove beyond doubt that many of these have been responsible for turning direct marketing from a cottage industry into a sector worth nearly £12bn year.

Some of the individuals are not exactly what you would call 'whipper-snappers', but most come from an era when direct marketing had to shout loud to make itself heard.

Of course, we will be accused of eulogising the 'old farts', but we make no apologies for that because these people have made the industry what it is today - and most of them have made plenty of money in the process. How many of the next generation can claim that?

As one reader says: "The past 15 years have been such a joy because of all the individuals involved. This business seems to attract interesting, fun, larger-than-life characters.

"When you walk into an industry event and look around the place, you see them all there… the entrepreneurs, the rascals, the adulterers and, dare I say it, the drinkers. There aren't many sectors which attract such a great bunch of people."

But the sign of a maturing industry is the emergence of the corporates - everyone is just a little bit more serious these days. Whether we will even be able to compile such a list in 15 years' time is open for debate.

Yet, one thing is certain: without the trailblazers the road to prosperity simply would not exist.

Movers and shakers in direct marketing over past 15 years

Leading personalities

1 Drayton Bird - author, speaker and consultant behind the rise of O&M Direct

2 John Watson - from messenger to Europe's largest DM agency boss in 20 years

3 Derek Holder - co-founder of IDM and 'guardian' of training and development

4 Simon Hall - 'ultimate suit' at the forefront of Proximity Group's success

5 Colin Lloyd - former promotional marketing chief, turned DM ambassador

6 Terry Hunt - co-founder of 'ground-breaking' direct agency Evans Hunt Scott

7 John Hughes - turned Mail Marketing into top direct marketing services firm

8 Tony Coad - former NDL founder who helped transform Telegraph business

9 Judith Donovan - ex-Ford marketer who built one of biggest agencies in North

10 Lester Wunderman - US 'guru' credited with inventing 'direct marketing'

11 Merlin Stone - IBM's professor of marketing at Bristol Business School

12 Christian Brann - founder of one of the UK's top direct agencies, Brann Direct

13 Clive Humby - one half of husband-and-wife team behind Tesco Clubcard

14 Stan Rapp - US 'guru' and founding father who launched Rapp Collins

15 Mark Patron - ex-Claritas and VNU chief who led the lifestyle data market

16 Martin Sorrell - WPP chief and long-term advocate of direct marketing

17 Richard Webber - former government adviser who launched Acorn system

18 Seth Godin - acclaimed Net pioneer and author of Permission Marketing

19 Nigel Howlett - OgilvyOne chief and champion of relationship marketing

20 Keith Mills - former Air Miles boss behind the Nectar loyalty programme

 

   Back to Articles & Press