PRODIGY TURNS TO LIEBER TO HELP RETAIN CUSTOMERS: RELATIONSHIP MARKETING ACC'T IS $5 MIL

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Prodigy has tapped Lieber, Levett, Koenig, Farese, Babcock, New York, to create a relationship marketing campaign aimed at holding on to its customers.

Lieber Levett will help to brand the Prodigy online experience with a series of targeted messages via direct mail, telemarketing and e-mail in the $5 million assignment.

`INCREDIBLE SUCCESS'

"We had incredible success from the efforts of our marketing programs in the fourth quarter in terms of acquiring new customers," said Jim L'Heureux, senior VP-marketing at Prodigy, so the new focus is on customer retention.

TBWA Chiat/Day, New York, will continue to create image ads for Prodigy, to maintain the momentum from its $30 million effort launched in October.

That campaign includes TV, online, radio and print advertising.

SEGMENTING THE AUDIENCE

"There's a whole consultative, analytical piece of this that is also a part of our assignment," said Lieber Levett Chairman-CEO Bob Lieber. "We know when people log on and off; we have the opportunity to segment [the audience] . . . to tailor services."

Lieber Levett, little more than a year old, recently picked up such other new clients as Reader's Digest Association, Casio and Cigna Group Insurance.

Its current billings are put at an estimated $50 million.

Contributing: Laura Petrecca.

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