RK Swamy/BBDO launches CRM division  ( August '31,2001, FE)

IN a bid to meet the evolving needs of its clients, leading advertising agency RK Swamy/BBDO has launched its Customer Relationship Management (CRM) division called Proximity India. With the launch of its new division, RK Swamy/BBDO now recommends CRM initiatives as part of effective marketing mix to its existing clients, says Mr Surojoy Banerjee, director & senior vice- president, RK Swamy/BBDO

On the rationale behind the new launch, Mr Banerjee explains that Proximity India was set up to handle a wide range of direct customer contact activities for its clients. “CRM, as we see it, is a set of activities where current and prospective customers are contacted directly by various methods. Our objective is to build a current relationship or identify prospects interested in establishing a relationship with the client,” he adds.

According to Mr Banerjee, these methods include database handling, direct marketing, telemarketing, interactive, sales promotions and events. Since the launch of Proximity, the agency has been following the CRM approach for a number of its clients which include, Visa International, ANZ Grindlays Card, Fedex, Mercedes Benz, Piaggio, HPCL, MIDC, Hawkins, Sony, Citizen Watches and Dena Bank, among others.

With capitalised billings of Rs 230 crore, RK Swamy/BBDO currently has three other divisions namely Media Directions, Social Marketing and Rural Marketing. Within the BBDO Worldwide network, Proximity is a holistic CRM communications consultancy and multi-channel solution provider. It operates in 49 offices in 29 countries worldwide with 2,100 CRM professionals.

Says Mr Banerjee: “While Proximity India handles all the direct customer contact activities, the RK Swamy/BBDO infrastructure provides creative, design studio, media and print production services. Hence, Proximity operates closely with the RK Swamy/BBDO team.”

As part of its CRM strategy, Proximity India first identifies the core idea and then extends it into various relevant communication elements that could be a combination of any direct marketing mode with a sharp focus placed on direct customer contact.

Recognising the vital role played by CRM initiatives, many leading advertising agencies have launched independent CRM cells in the last few years. The major players in this niche segment include, Ogilvy One (O&M), Lowe Personal (Lowe Lintas & Partners), Thompson Connect (HTA) FCBi (FCB-Ulka) among others.