Proximity has been sacked from the TV Licensing (TVL) business for which it won so many awards. Why? Because it messed up on the data it quoted regarding the number of fee evaders. The Telegraph, which broke the story, also referred to the use of false pre-printed signatures and the use of intimidatory tactics in letters including threats of home visits from enforcement officers.
There's no doubt that following a series of Daily Mail front pages, the BBC has lost its confidence and is prone to panic in the face of outraged headlines and pompous MPs like John Whittingdale. Proximity is this week's Jonathan Ross.
The agency says it was human error over data that led to incorrect figures being used, Every account handler involved in every direct marketing agency must be thinking "Phew! There for the grace of God...." We've all experienced data ***-ups, many far more serious than quoting an inaccurate figure in a letter. It happens but we rarely get fired for it. The mistake Proximity is supposed to have made is the sort of thing you occasionally see referred to the ASA who ask for it to be fixed. Claiming the figure is 69,838 evaders when it is 33,781 is a sloppy error but it's hardly criminal. Both figures represent 'a lot of people'. I read the ASA reports every week and compared to many claims (e.g. junk food that's 'natural and healthy', misleading small print, hidden charges etc) it hardly registers. But in a febrile moralistic climate I'm afraid Proximity were always likely to be sacked although it is the responsibility of both client and agency to ensure accuracy in statements.
By the way, many marketers use pre-printed signatures and fabricated signatories. Helps prevent stalkers and fraud, apart from anything else.
The TV Licensing business always struck me as rather unusual. Here's
a product that has universal awareness coupled to a £1,000 fine if you don't
buy it. Compared with trying to sell home insurance TV licence uptake
must rank as something of a marketing doddle. Which is probably why only 5% of
people evade.
The BBC Trust has already launched a review into TVL's enforcement methods and Proximity would appear to be a premature casualty. Losing the account will hit the agency hard. But it is a casualty of politics, not of poor direct marketing.
