Campaign Brady

Brady Corp Sees Improving Campaign Response Rates




Brady Corporation is an international manufacturer and marketer of complete solutions that identify and protect people, products and places. Kudos have provided list broking services to Brady for many years, with continuing success.


Rachel Betts, Campaign Manager at Brady, commented “Jane and her team have provided fantastic customer service to us over the past 7 years and Kudos still come up with the goods each month! They are able to locate and source niche lists as well as provide large-volume datasets and they negotiate hard on our behalf to reduce data costs”

Kudos believe that for third party data providers and users alike, more value must be placed on quality over quantity. Data is a valuable asset, but only with the consent to use it. In the face of tighter UK regulation and the impending General Data Protection Regulation (GDPR), the days of selling bulk records with dubious consent are over. Data is an asset, but it also presents a business risk. The focus must now be on accurate and permissioned data, which will become a premium commodity in and of itself.

Jane Baddeley, Operations Director, commented “In the 20 plus years I’ve worked in this industry, I have never seen such rapid and wholesale change. The list broking world is changing as clients and suppliers become aware of GDPR and it’s impact. The Information Commissioner’s Office is also showing its teeth and clamping down on non-compliant data suppliers – about time too! And we have already seen a number of list providers withdraw their lists due to non-compliance – this will accelerate from now on”.

Kudos are one of the first agencies to pass the Direct Marketing Association’s (DMA) list broker compliance audit (see for details We vet our suppliers and run a comprehensive Due Diligence audit prior to data onboarding to confirm that data supplied is compliant. We can provide advice as well as ensuring your lists are suitable AND compliant!

In line with the Direct Marketing Association’s drive for the highest standards and a responsible approach to data-driven marketing, the compliance audit has been introduced to provide additional assurance to brands and to reinforce the importance of only working with DMA member companies. Rachel Aldighieri, Managing Director at the Direct Marketing Association, commented: “In an increasingly connected world, data forms the backbone of many businesses. Customers need to be able to trust that any data a company has on them will be treated in the correct way and that any business is being transparent about how they want to use that information.”

The Information Commissioners Office (ICO) guidance for Direct Marketing makes it clear that a list broker must demonstrate any list they are selling or renting is reliable by “explaining how it was compiled and providing full details of what individuals consented to, when and how.”

So if you want to see improving response rates and data compliance, you should talk to Kudos about all aspects of data marketing! We understand it. We believe in it. And we are one of a very few compliant suppliers.

Contact Us!

For more details on Kudos’ range of data services, give James Squires a call on 0330 043 1593 or email