Mudra Communications, has set up a direct marketing (DM) and customer relationship management (CRM) division to provide marketers the competence to target specific customer segments and build lasting and profitable relationships with them.
Called One-to-One Marketing Communications, this three-month-old division is in negotiations with Rapp Collins Worldwide (RCW), a DM major, which has been eyeing opportunities to set up base in India. RCW, with capitalised billings of $2.4 billion, is part of the Omnicom group.
According to sources, One-to-One will focus on identification, acquisition and profiling of profitable customers. It is positioned as a specialist DM company concentrating on high-yielding database marketing and communications solutions. Mathew Anthony will head this arm as General Manager.
One-to-One would initially cater to existing Mudra clients who want to develop CRM programmes. This is in keeping with Mudra's aim to offer end-to-end marketing services to its clients, such as its recently-launched Brand Therapist, which focuses on the pharmaceuticals sector. Mudra already works with Asianet Satellite Communication and Technopark in Thiruvananthapuram for customer loyalty programmes.