DMNews: AmEx launches loyalty division, Tide readies digital campaign

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January 25, 2010 Check out DMNews on your smartphone Advertisement: Today's News American Express launches loyalty consultancy Nathan Golia American Express has launched LoyaltyEdgeSM, a practice area that will help the company's corporate clients develop or enhance loyalty programs. Delta Air Lines is the first client of the unit, which was announced January 22.   Tide to debut digital effort next month Dianna Dilworth Tide will launch the digital elements of its "Style is an Option. Clean is Not" campaign on February 5. They will include banner ads, search marketing, e-mail and social media.   Levi's extends "Wear the Pants" campaign to interactive Super Bowl effort Dianna Dilworth Levi's Dockers brand is taking its "Wear the Pants" campaign to the Super Bowl with a promotional effort that integrates TV, online and mobile marketing. The initiative is a result of the company's partnership with music site Shazam.   Marketers still missing opportunities with loyalty programs: Survey Mary Elizabeth Hurn The use of loyalty programs is on the rise, but marketers still aren't connecting to their most valuable customers as well as they could be, according to a study released January 25 by the Chief Marketing Officer Council.   FCC to unveil revised robocall regulations Frank Washkuch The Federal Communications Commission will soon propose revisions to the Telephone Consumer Protection Act that it says will empower consumers to avoid unwanted phone solicitations, commonly known as "robocalls." The agency's goal is to bring its rules in line with those of Federal Trade Commission.   August named CMO of SharperImage.com Kevin McKeefery Camelot Venture Group, parent company of SharperImage.com, has named former Brookstone executive Steve August SVP and CMO of the e-commerce Web site. August will oversee all direct marketing initiatives for the online part of the Sharper Image brand, including CRM, catalog and online efforts.   From the print edition Can BT alone solve cart abandonment? E-commerce pros are always looking for ways to get customers to click all the way through to checkout. Two experts discuss whether behavioral targeting is a panacea or just one part   A dose of reality and rigor for PSAs Nathan Golia Media vet Charlie Rutman discusses media buying and planning in the nonprofit and for-profit worlds   Today's lists and databases Musical Instrument Buyers/Postal & E-Mail Addresses New e-mail list — Musical Instrument Buyers/Postal & E-Mail Addresses — Specialists Marketing Services — This file contains avid musicians who have purchased a musical instrument within the past 12 months. Suggested usage includes musical accessories, sheet music, recording and amplification equipment, computer programs for composing and playing music, CDs, DVDs and downloaded music.   Animal Welfare Donors & Pet Owners New list — Animal Welfare Donors & Pet Owners — Estee Marketing Group — This file contains Spanish-speaking individuals who are responsive to direct mail pieces written in Spanish. These readers are mostly females older than age 35 with an average household income of $70,000.   Lone Star Democratic Donors New list — Lone Star Democratic Donors — Atlantic List Company — This file contains high-dollar direct mail donors to Democratic candidates and organizations in the state of Texas. It is 71% male.   In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds Caples Awards Dinner March 25, 2010 Tickets are now on sale. Click here to reserve your seat Deadline to nominate direct and digital all stars for 30 under 30 is February 1 CLICK HERE to nominate someone today 30th Anniversary Click to read DMNews' 30th anniversary issue Agency Business Report Click below to view all agency profiles

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