DM problems for Bob’s kids

The children of Bob Geldof and Paula Yates – that’s Fifi Trixibelle, Peaches and Pixie – had better take care. They could find themselves swamped by direct mail shots. Precision marketers Equifax Europe have developed a database of first names to “determine the likely purchasing behaviour of individuals for direct marketing purposes”.

The company has even drawn up a list of the most common English names. And a right boring bunch they turn out to be with John and David tops for the gents and Margaret and Mary tops for the ladies.

Equifax managing director Arthur Vallance says we are now seeing the influence of the seventies in a range of more unusual names such as Britannia and Zebedee. These names, he says, “provide a powerful indicator of age range”.

So Fifi Trixiebell, Peaches and Pixie, you could be bombarded with mail. But knowing the direct mail industry’s difficulties in getting every last detail right, lets hope the letters are delivered to the right address, now that your parents have such unusual living arrangements.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here