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DIREM rechristens itself as Direxions Marketing Solutions

21-March-2007
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DIREM rechristens itself as Direxions Marketing Solutions

DIREM Marketing Services (Mumbai) is now Direxions Marketing Solutions. The agency will renew its focus on new age marketing solutions. While the rechristened organisation will retain its domain of Direct Marketing, it will manage the needs of marketers, who want to use new media, new tools and new approaches to meet their marketing objectives.

Direxions has also launched a consulting and analytics practice, Cartesian Consulting, which will operate as a Direxions brand. Sandeep Mittal is the head Cartesian Consulting.

Leena Basrur is Managing Director of Direxions and Brian Almeida is a Director of the company.

M.S. Ashok, VP, CRM and Promotions, will head the implementation of solutions at Direxions, with support from Account Planning, Account Management and Operations teams located at various branches.

Ashok explained, “We felt that the agency is growing beyond the focus on DM. We were getting into event solutions, web, analytical features that include profile and transactional analytics to identify the specific customer. We have also adopted the Alterian (marketing analytics tool) and GIS (Geographic Information System) tool. Hence, we felt there was a good opportunity to re-position ourselves as the marketing solution providers rather than just a direct marketer.”

Direxions’ services encompass loyalty programme management, direct marketing, CRM programmes, web, email, SMS marketing, account planning, creative, events and promotions, data centre operations, helpdesk services, rewards management, mailing and fulfilment.

Nigel Lang, ex-Founding MD of Catalist, has joined the Senior Management team of Direxions to implement Geographic Information Systems (GIS) and extend business development in both the international and Indian markets.

Direxions has offices in Mumbai, Kolkata and Delhi. Internationally, Direxions has opened marketing office in Dallas, USA and is actively pursuing new business through partners in Europe and the Middle East.

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