| The Power 100 |
| Tuesday, 19 April 2005 | |
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Marketing Direct - Marketing Direct presents the first ever annual guide to the movers and shakers in direct marketing. Payne has matured from highly successful DM entrepreneur into an industry eminence grise. He is head of direct marketing at the IPA, tasked with recruiting DM agencies into the IPA fold. He's had some success, with top 10 agencies Proximity London, EHS Brann and TBWA\GGT signing up. In the early Eighties Payne ran Wunderman Cato Johnson and co-founded Payne Stracey in 1988. In between, Payne was one of those who encouraged Derek Holder to set up the IDM back in 1987. 95. PAMIR GELENBE - Co-founder, Flytxt Chrysalis Radio's marketing director Ian James calls him 'simply expert.' Gelenbe co-founded mobile marketing agency Flytxt in 2000 and remains a key driver of the business. It has since won awards from Revolution and Marketing Direct magazines. The Cadbury's 'txt to win' campaign in 2001 was a milestone and the agency has since been responsible for such high profile work as the Orange Wednesdays mobile coupon campaign. Last year it turned its first profit. RANKING THE POWER 100: HOW WE DID IT Gauging who deserves a place on our Power 100 in Direct Marketing list was a tough challenge in an industry full of high achievers. To help us rank the 100, we formed a panel of Haymarket journalists and industry experts. People were placed according to their influence in the industry today, as well as by their previous track records. It was a tricky task as we were not comparing like with like: the Power 100 contains clients, suppliers and agency people. So how did we rank them? There was an unavoidable element of judgement-calling but that said, certain hard criteria were brought to bear too: - for clients, the degree of influence and effectiveness they have in the promotion of DM within their companies. Clients also got brownie points for their spending power. - for suppliers and agencies, the influence they have or have had on their clients' business and on the DM industry - either through setting up their own company, or through product innovation. - all players got extra credit for contributing to industry development through public speaking, association involvement and/or standards-setting. We've attributed various characteristics - innovator, influencer, budget holder, business builder and industry player - to those ranked in the 100. Our thanks to the ranking panel which included Caroline Kimber, consultant (at the time of ranking), Dominic Mills, editorial director, Haymarket Business Publications and Drew Mensah, consultant and former head of customer insight of O2. © Copyright Flytxt Ltd 2006. Unauthorized use of any content constitutes a material breach. |
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