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Garlands Call Centres and Powergen Scoop Top Telemarketing Award
Garlands Call Centres and energy company Powergen are pleased to announce that they have jointly won a major industry award for most 'Intelligent Application of Data in Telemarketing'.
The award was made at the 'Intelligence' Awards 2002 held at the Le Meridien Grosvenor House, Park Lane, London.
The Intelligence awards are organised and run by Marketing Direct, the leading Direct Marketing magazine from Haymarket Publishing.
The award was won for 'Define', a project handled by Garlands on behalf of Powergen. The aim of Define was to strengthen Powergen's residential acquisition campaign by taking into account individual agents' strengths when selling into particular market segments - uniquely identified through demographic and life style data.
The award was made at the 'Intelligence' Awards 2002 held at the Le Meridien Grosvenor House, Park Lane, London.
The Intelligence awards are organised and run by Marketing Direct, the leading Direct Marketing magazine from Haymarket Publishing.
The award was won for 'Define', a project handled by Garlands on behalf of Powergen. The aim of Define was to strengthen Powergen's residential acquisition campaign by taking into account individual agents' strengths when selling into particular market segments - uniquely identified through demographic and life style data.
Holly Acland, editor of Marketing Direct and one of the 15 award judges praised the Define programme as "a good example of how businesses are exploiting data segmentation techniques within direct marketing and gaining a real commercial advantage".
The fifteen judges were drawn from right across the direct marketing and advertising industries and included leading figures from both agencies and client-side businesses.
Bharat Vegad Business Development Manager at Powergen commented: "The residential energy market is intensely competitive and projects like Define mean that we are able to gain advantage through understanding the needs of our potential customers."
"We're thrilled that our work has been recognised at such a leading marketing event" said Chey Garland, CEO of Garlands Call Centres. "Customer service and telemarketing personnel are so often the unsung heros of the marketing department, yet their work is often instrumental in implementing successful campaigns. I also believe this award recognises just how far telemarketing professionals have come in using data segmentation and advanced planning techniques to bring about success".
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