DM's Power 100 revealed

by Sarah Johnson Marketing Direct 25-Apr-08, 12:40

LONDON - Justin Basini, Capital One Europe’s head of brand marketing, has been named the UK’s most influential direct marketing client in Marketing Direct’s Power 100, out today.

The Capital One executive won the top slot in the client section of the Power 100 in Direct Marketing for his heavy involvement in the environmental debate and his efforts to tackle Capital One’s image as a carpet bomber.

Basini’s green initiatives include switching the bulk of Capital One’s direct mail to recycled paper, printed using vegetable inks and dyes. “In the past 12 months Justin has played the Lone Ranger amongst credit card marketers for his anti-junk mail stance,” said Noelle McElhatton, editor of Marketing Direct.

Green players were highly placed elsewhere in the listing, after 12 months of vigorous debate about DM’s role in waste creation. Joan Ruddock, minister for the environment, and Roy Hathaway, head of wastes management at the Department for Environment, Food & Rural Affairs, topped the Networkers league. “Our future is in their hands,” said Tony Lamb, chairman of the Direct Marketing Association Data Council and head of data development at Royal Mail.

Ben Langdon, CEO of the Digital Marketing Group, experienced the biggest rise in this year’s Power 100. He topped the 2008 digital direct marketers league, moving from 10th place in 2007, after a successful year in which his business won a supplier of the year gong at the Connect Awards. “Langdon is single-minded in his focus on combining data, digital and direct in one operation,” said Lucy Fisher, deputy editor of Marketing Direct.

The list saw 35 new entries this year.

See www.brandrepublic.com/marketingdirect