Inside Line Case Dunlap uses Internet to track promos

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Case Dunlap, Dallas, will begin tracking its client's promotional campaigns through a formal partnership with Onlinefulfillment.

com, Plano, Texas. The product fulfillment company, which has worked with clients at the Omnicom Group agency in the past, provides detailed Web-based tracking software to follow marketing campaigns from the time a product is shipped to its receipt and use by the consumer. As part of the partnership, Case Dunlap also will offer the software and fulfillment product to other Omnicom clients.

Parenting Group and CoolSavings launched a co-branded online marketing community designed to offer new and expectant parents discounts, product samples, and health and lifestyle information. Parents who register and include children's birth dates or due dates on the CoolPARENTING community (reached via receive personalized marketing offers and information tailored to the age and growth cycles of their children. The Parenting Group, a division of Time Inc., will promote the program in its four parenting magazines as well as in 1.2 million kits distributed to neonatal clinics for expectant mothers.

IBM Corp. this month began marketing its DecisionEdge for Campaign Management software after developing the program for an Asian bank. The software, now being used by several Asian clients, allows companies to plan, manage and track multichannel marketing campaigns to help personalize marketing messages and improve customer loyalty.

DirecTV named Lowe Lintas Columbian to handle customer marketing, with annual spending estimated between $15 million and $20 million. The digital satellite TV arm of Hughes Electronics Corp. chose the Chicago direct shop to integrate customer communication and leverage the company's database. Direct Partners, Santa Monica, Calif., previously worked on customer marketing, and continues to handle DirectTV's direct marketing and mail communications.

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