RK Swamy/BBDO, in a bid to meet the needs of its clients has launched its Customer Relationship Management (CRM) division called Proximity India. With the launch of its new division, RK Swamy/BBDO will now recommend CRM initiatives as part of effective marketing mix to its existing clients.
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.
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.