CAMPAIGN DIRECT: BRIEFS

Encyclopaedia Britannica is to disband its home sales force in the UK and Ireland by April in line with plans to refocus on computer software and Internet-based products. It abandoned in-home demonstrations in June 1997. The company will now rely on retail distribution and direct marketing. A national direct response campaign will launch in February and a branding campaign created by the Australian agency, Frontline, will run later this year.

Encyclopaedia Britannica is to disband its home sales force in the

UK and Ireland by April in line with plans to refocus on computer

software and Internet-based products. It abandoned in-home

demonstrations in June 1997. The company will now rely on retail

distribution and direct marketing. A national direct response campaign

will launch in February and a branding campaign created by the

Australian agency, Frontline, will run later this year.



The Royal Navy’s employment of Commander James Bond as a figurehead for

its recruitment campaign has proved an unprecedented success. Young &

Rubicam’s posters carry a silhouette of 007 and the copyline: ’Feared by

his enemies, adored by the nation, trained by the Navy.’ Recruit-ment

postcards have also been handed out at 200 cinemas showing Tomorrow

Never Dies. A Royal Navy spokesman said that 600 people have called up a

Commander Bond Website, which includes a storyline based on 24 Royal

Navy and Royal Marine serving personnel who are called Bond.



WWAV Rapp Collins has resigned the Sainsbury’s Reward Card account only

a year after its appointment. The decision is said to be mutual, and the

agency will continue to work on the Sainsbury’s Bank business. Lesley

Mair, WWAV’s managing director, said: ’In some areas, we haven’t been on

the same wavelength.’ A long list is being drawn up to find a

replacement agency.



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