Field Reports1 Dec, 2005 By: Thomas Haire, Nicole Urso Response
Response Panel Draws Television and Video Executives
A. I think we are different in two or three fundamental ways, the first and foremost being we are businesspeople interested in long-term growth for both the business and people who work here. The decisions we make everyday are based on long-term thinking to maximize the enjoyment of the shopping experience for the customer and building our business around quality products with long lifecycles. It is easy to say, but if you are only watching your monthly P&L statement, you can never invest the time or money in either of those things to achieve those goals.
Q. What successful products/clients have you worked with at TV Network?
A. Our brand managers — not product managers — work closely with Interglobal, which has contracts with the leading infomercial producers in the United States, like Tristar Products, EuroPro, Reliant Interactive Media, All-Star Marketing and many more. We also are proud to be trusted as the first international market to launch such formidable U.S. brands as Bowflex. The U.K. is a crowded marketplace — with all the top companies competing here — so we take our responsibility to these show producers very seriously and do everything we can to build businesses around each product.
Q. Tell me more about your recent acquisition from Simply Shopping Ltd.?
A. Simply Shopping was our second major media acquisition this year — the other being Canis Media and the TV Warehouse channels — giving us four leading 24-hour channels to air our products and solidifying our leadership position in the media landscape. Through these acquisitions, along with access to more than 100 hours of media every day, we own large quantities of the best airtime at the best price, thus securing a continued affordable means to market. No matter what happens to media prices, our on-air business is secure.
Q. What are your plans for the future at the company?
A. We are still a very young company and, although we have had a dream start, we want to build on our consumer recognition to become a leading trusted brand in not only our industry but across the U.K. retail landscape. We also plan on leveraging the proprietary IT systems we have developed to open in other countries as opportunities present themselves, either on our own or with partners. We have talented people, systems that control the business and great products from Interglobal — so the sky's the limit!
By Nicole Urso
- 1. James G. Held, who helped guide HSN and QVC to market prominence, was named president and chairman of the Shop At Home television retailing network and its online retail business,
- 1. Zephyr Media Group and Atomic Direct have formed a strategic alliance to offer DRTV clients a complete set of strategic, creative, production, media buying and campaign services. As part of this alliance, Zephyr Media has opened a Portland, Ore.-based office and hired 10-year DRTV media veteran Noelle Hubler as senior media buyer to staff that office.
James G. Held, Shop At Home president and CEO
- 1. Wendy Ashwell and Matthew Bock joined InPulse Response Group, a company that provides inbound and outbound sales to the direct marketing industry, as account directors.
- 2. As part of its ongoing expansion effort and service development, Fosdick Fulfillment announced the implementation of its professional services and business integration unit, a division that directly integrates with all marketing and strategy, as well as new business development.
- 1. Tower Media Advertising recently announced that Mark Weinberg was named director of client services.
- 2. Interglobal Intl. Ltd., one of the largest international distributors of third party infomercials within the electronic retailing arena, announced the international launch of the Body Burner. The infomercial product, marketed by Worldwide Excellence and invented by John Abdo, began airing in the United States in July, achieving considerable sales. Increased media is anticipated in the next few months in response to consumer demand.
- 3. The Mark Williams Entertainment Organization is producing an infomercial for the Trump Institute, hosted by Donald Trump. The show will offer financial education, a type of marketing campaign that the Mark Williams Entertainment Organization specialized in for more than 20 years.
- 4. PanLatinoTV (PLTV) and its 18 Latin American distributor participants announced the extension of their media-buying cooperative, for which PanLatinoTV will serve as the group's agency of record (AOR) for new media going forward. In the past, the AOR was a year-to-year agreement. The new agreement runs through Dec. 31, 2007. PLTV's AOR role provides the group a unified voice in negotiating new pan-regional media deals in the future.