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Watson Phillips Norman launches new Carl F Direct mail order

Watson Phillips Norman announces the launch of a totally new mail order brand, Carl F direct. The new brand is concerned with marketing tools and quality construction equipment. A range of traditional heavy usage products, plus new innovative tools are sourced globally and presented to customers at exceptional value, and most importantly for this audience, guaranteed next day delivery. Business planning strategy, data/targeting activity, telemarketing and mail order consultancy was delivered by John Watson Partnership. Brand development and marketing communications created by Watson Phillips Norman.

Carl F direct is a trading division of Carl f Petersen Ltd, itself a subsidiary of the Carl F Group, established in Denmark in 1881, an international manufacturer and wholesaler. The UK operation was opened in 1988, originally to supply ironmongery and hardware, specifically for the growing replacement windows and doors industry. Since then, Carl F has indirectly become a key provider for thousands of customers, both domestic and business.

“We are delighted to have had this opportunity to work on developing a new direct business and brand” said John Eversley, Marketing Director of Watson Phillips Norman. “The launch programme offers distinct benefits to the target audience, and we believe that our combination of planning skills with hard-nosed, number-oriented DM will achieve the demanding targets set by Carl F.”

John Crittenden, Managing Director Carl F Petersen UK, said: “We're really very excited about the launch of Carl F direct. The market is increasingly demanding, but in working with the experienced team at both Watson Phillips Norman and JWP, we are confident of the success of this project.”

Editor's notes

Watson Phillips Norman is a new, independent direct marketing agency, founded in January 2003 by John Watson, Maria Phillips and Tod Norman. WPN's philosophy and approach to direct marketing is based on a 'real' understanding of businesses, brands, consumer insight and a focus on creative work that delivers results for our clients.

For more information on this story contact

John Eversley 020 7307 6162