Lloyd James Group get Connected

The Lloyd James Group, one of the UK's largest independent providers of data services, has been awarded 'best work by a list broker' at the 2007 Connect Awards in London.

A new set of honours that signify the best of breed in direct marketing and celebrate the partnership between DM solutions providers and their clients, the Connects join together the best of the Marketing Direct Smart Awards and the Direct Response Intelligence Awards to reward innovation and effectiveness in direct marketing.

Judged by a panel of high calibre industry experts, LJG was presented with the award for its innovative strategy working with financial services provider Bradford and Bingley, and was based on the accurate selection of lists, minimum wastage of names, high response rates, reduced cost-per-response and a creative approach.

While Bradford and Bingley (BBG) relies on direct marketing for its remortgage products, its response rates had been falling.

BBG agreed to LJG's proposal to test whether the use of predictive analysis on a pool of prospect data could halt that decline, ensuring cold campaigns could be maintained as an effective part of the marketing mix.

The selection of data proved key and the list broking team at LJG both identified the right data sources and developed the right buying structure for the successful implementation of this strategy.

Using a mixture of lifestyle and modelled selections, LJG looked at lifestyle changes that might prompt the need for a remortgage, such as the birth of a child or a move to a new home, using the findings for a test campaign.

Initial results showed promise and, after further improvements, the new strategy saw cold data response rates increase by 146 per cent in comparison to those seen in the three months before the campaign began.

Presenting the award, the judging panel commended the response rates generated, as well as praising LJG's mix of common sense, creative planning and thorough execution.

During the evening, Lynn Stevens, Managing Director of LJG, commented: "The combination of our consultancy-led approach mixed with innovative and cost-effective data solutions has proved a winning strategy once again and we are delighted to receive such a coveted accolade".

Lloyd James Group is one of the largest independent providers of direct marketing services in the UK.

Since 1990, its portfolio has expanded organically, resulting in a comprehensive set of interactive services that caters for the wide ranging marketing needs of our varied and expanding client base, include a full-service data bureau, data analysis, list broking and list management.

Its client list spans all industries, and includes ACAS, Debenhams, GCAP Media, WHSmith, Right Move, Bonmarche, RAC, Talk Talk, The Economist, Mothercare, IPC Media, Homebase, O2 and Disney.

Cordis is the relaunched bureau division of Lloyd James Group.

Specialising in data processing/hygiene, database design and management, customer segmentation and bespoke analytics, Cordis was created in response to clients' increasing need for tailor-made systems to meet unique business needs.

It brings together Lloyd James Group's core competences of database design and management, data processing, customer segmentation and bespoke analytical packages, allowing Cordis to uniquely provide outsourced intelligent data solutions to optimise direct marketing communications.

The company operates out of offices in Kent and Manchester.

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