DTV Group develops new call centre and media service division

Howard Lake | 1 March 2010 | News

DTV adds media buying and call centre consultancy tostrategic offering
DTV Group,the DRTV specialists with a stronghold in the not-for-profit sector, has developed a new division to optimise call centre and media services for clients. The work is headed up by Lex Cook, one of the agency’s directors.
The new division assists charities with three crucial stages of working with suppliers from the call centre and media buying sectors: tendering and appointment, management during campaigns, and post-campaign data analysis and campaign evaluation.
Cook says:“It goes without saying that if a DRTV campaign, no matter how compelling the creative, is not seen by the right people or the responses are not handled appropriately, it will not realise its full potential. And, through working with our many charity clients, we have found an increasing need for a more streamlined blend of creative proposition, media selection and call centre follow up.”
“We feel we’re best positioned to offer this service as it is the creative elements of each campaign that dictate the kind of person it most appeals to and the appropriate tone of subsequent interactions,” he continues.
The new division has been set up following a series of highly successful fundraising campaigns which have included these services that DTV has run both in the UK and internationally.
PeterMuffett, Managing Director of DTV Group explains, “We have achieved record ROIs for several clients who have asked us to include these services, so we have not simply identified the urgent need for better strategic integration of these campaign elements, we have also proved that we are able to improve campaign performance when we deliver them. This new division formalises that offering. With Lex at the helm I am confident its success will be shared with our existing and all new charity clients.”
Sarah Fitzgerald O’Connor, Support Acquisition Manager at Save the Children UK, commented:“DTV and Lex recently managed the tendering process for us to appoint a new call centre and media agency. It was great to have someone as experienced as Lex at all stages of the process. DTV’s input ranged from providing an informed market overview to drawing up the briefs, from facilitating chemistry meetings, to poring over the detail of agency submissions and contracts. Lex is now working closely with our in-house team to make sure we get the best out of our call centre and media relationships to optimise DRTV.
“DTV added huge value, especially to the DRTV element of the integrated media brief. And with the call centres they developed detailed technical specifications and service frameworks that have given a really solid foundation to how we move forward.”
Lex’s new appointment begins with immediate effect. /ends