BtoB

Lowe Lintas headed to Internet e-mail

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New York--Lowe Lintas & Partners said late Monday that its interactive marketing unit has reached an agreement with ClickAction Inc. to provide permission-based e-mail services to its clients. Lowe Lintas Interactive will remain the point contact for its clients, while ClickAction, Palo Alto, Calif., will manage the delivering and reporting of e-mail campaigns. RCN Corp. will be among the first Lowe Lintas clients to tap into ClickAction. The move is significant because b-to-b marketing most closely resembles Internet e-mail techniques in its target audience and goals. The alliance between an Internet specialist and a major agencyÏLowe Lintas is owned by The Lowe Group, with $12 billion in annual billingsÏsignals that the medium is becoming a prime-time marketing vehicle.
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