rmg:connect beefs up tool kit, launches Connexions

By , agencyfaqs! | In Advertising | April 11, 2005
After a year of development, the direct marketing agency has launched its eCRM solution Connexions

DM agency rmg: connect has just launched & #BANNER1 & # its eCRM software Connexions. Under development for about a year, the software covers every possible category unlike regular CRM (that is, Customer Relationship Management) tools that are more industry-specific.

Running on an Oracle platform, the solution functions as both a data-cum-communication management software, says Tal Adams, chief strategic officer, rmg:connect (worldwide). "We are looking at a suite of tools for our clients here that cover different areas," he says.

Connexions will see a global roll-out, and Adams, who was in the country, last week, was here to not only make the announcement about the software, but also celebrate the rechristening of the agency from ThompsonConnect to rmg:connect, apart from sitting in training sessions with the Indian staff.

The transition in name happened officially (and rather silently) on April 5 after it was made public by the agency about two months ago.

The name change, says Sumantra Sengupta, vice-president & Mumbai branch head, rmg: connect, was intended to integrate the Indian operation with the worldwide agency. "For twelve years, we've been ThompsonConnect in India," he says.

The name change also heralds a new beginning for the agency, with the DM arm of JWT looking at aggressive growth, and above all, new means of "engaging the customer". "India is part of the BRIC countries (the others are Brazil, Russia and China) from where we believe growth will come in the future," says Adams. "Insights, ideas and implementation are the three pillars on which relationship marketing stands."

The agency at the moment has four offices in Mumbai, Delhi, Chennai and Bangalore, and blue-chip clients such as HLL, Ford India, Spice Telecom, Xerox and Infosys among others.

The approach that it has adopted in the country as well as across the globe is that of a brand-builder as opposed to merely executing DM programmes. "The key is to have a relationship across touch-points, and for this we are working with other WPP disciplines such as advertising, media etc," says Adams.

It is this integrative brand approach that has helped the company in recent times, especially during global pitches, where it has had a share of voice along with advertising.
"HSBC, Samsung, Shell, Vodafone are accounts where we made inroads along with advertising. And it feels immensely satisfying," adds Adams.

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