In a bid to meet the evolving needs of its clients, FCB-Ulka has integrated its database, direct and interactive operations to form a new division ‘FCB-Ulka Interactive’. Prior to the consolidation move, FCB-Ulka I, which was set up in 2000 offered services which included direct marketing and interactive solutions.
After revamping its FCB-Ulka i, the agency expanded its manpower to handle new responsibilities. According to M G Parameswaran, executive director, FCB-Ulka, the revamped division now has a team of thirty comprising database specialists, web technology people, account planners and dedicated creative and servicing people. FCB-Ulka Interactive has offices in Mumbai, Delhi and Bangalore.
According to the company sources, the revamped interactive division will offer services ranging from database building, database enrichment to Customer Relationship Programmes (CRM) for varied clients in financial services, B2B, durables, technology products and pharma.
FCB-Ulka i has picked up a host of accounts which include Compaq, Bausch & Lomb, TelCon Engineering, Castrol and HDFC Realty.com last year. The company’s aim is to touch Rs 30-crore billing by the year-end. In the last few months, company has built databases for HDFC, Ceat, Knoll, Compaq and Indica from scratch.
According to industry sources, FCB-Ulka Interactive today runs the largest car CRM programme in the country for Tata Indica. The programme is managed with the help of ‘In-Touch’, which manages a 300 Mb database, complete with customer profiles, customer preferences and car ownership details.
Source: Financial Express