Draftfcb uses customer data to create effective campaigns

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Draftfcb, formed in late 2006 through the merger of Interpublic Group's Draft Worldwide direct agency and creative shop Foote Cone & Belding, is the runner-up in BtoB's 2008 Direct Agency special report. In 2007, Draftfcb combined its expertise in database and direct marketing with strong creative resources to develop successful integrated campaigns that delivered results for clients. “Our major accomplishment last year was fulfilling, on a worldwide basis, our holistic approach to marketing, which brings together data, customer behavior understanding and creativity,” said Howard Draft, chairman-CEO of Draftfcb. He added that, while the agency is attempting to get rid of the lines that exist between above-the-line and below-the-line marketing tactics, “Direct marketing still plays a key role in all marketing. At the end of the day, all marketing is ROI-driven. You are driving to generate a lead or a direct sale.” That strategy is paying off for the agency. Last year, Draftfcb picked up new direct assignments from clients including CA, Citibank, Hewlett-Packard Co., Metropolitan Life Insurance Co., Motorola Inc. and the United States Postal Service. In addition, Draftfcb New York was awarded the U.S. Census Bureau account and Draftfcb Chicago was named agency of record for Qwest Communications' consumer advertising account. For client HP's Business Storage Solutions division, Draftfcb developed an integrated campaign, heavy on direct and digital, to position HP as a provider of innovative and reliable data protection solutions for businesses of different sizes. The campaign targeted IT decision-makers at companies with between 10 and 99 employees. Using online rich media banner ads, e-mail and direct mail, Draftfcb directed IT pros to a landing page, which served up content on the right solution for them using an online configurator. The online ads and the landing page included a video tutorial that provided more in-depth information about the products. The campaign resulted in an average 0.57% click-through rate, which is higher than the industry average. Draftfcb also developed integrated campaigns using direct and database marketing for such clients as Dow Chemical, MetLife and truck manufacturer PACCAR Inc. Also last year, Draftfcb rolled out a new customer intelligence program called SmartWall, which analyzes data from different sources and presents the information on large plasma screens in rooms called SmartSuites. “This visually takes clients through the state of their business—not through a deck or a spreadsheet—so we can give them greater insights into their customer behavior,” Draft said. So far, the SmartWall program has launched in offices including New York, London, Paris and Shanghai. “They're expensive,” Draft added. “You need the technology and you need people who know how to put them together.” Last year, Draftfcb hired Michael Fassnacht as chief customer intelligence officer, a new position. Fassnacht leads global customer intelligence for the agency, including the SmartWall program. The agency also hired more than 20 senior executives in the U.S., opened an office in Argentina and created 361 Experiential, a new division that combined Draftfcb's sports marketing and event divisions. Also last year, Draftfcb won 21 ECHO awards, presented by the Direct Marketing Association, including the Diamond ECHO Best of Show award for a direct campaign it developed for the Eagle, Idaho, volunteer fire department..—K.M.
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