Ad agency Lowe Lintas & Partners
will use services provided by direct e-mail providers ClickAction, to
enhance its domestic units’ e-mail marketing capabilities, the companies
reported Monday.
According to terms of the deal, the agency’s digital design unit, Lowe Lintas Interactive, and
direct marketing division Lowe Lintas Direct will continue to handle
strategy and creative for the agency’s e-mail marketing clients, which
include Heineken USA’s Amstel and RCN Corp.
ClickAction will handle back-end affairs, enabling the agency to deliver
to and manage lists of opt-in e-mail addresses, as well as tracking and
reporting. Its Web-based tools also feature profiling, which will allow
Lowe Lintas to target and personalize e-mail offers to recipients.
The deal enables the agency to expand its list of client service
offerings, and ClickAction to include as its users the units and clients of
one of the top advertising groups worldwide. The Lowe Group, of which Lowe
Lintas & Partners is a unit, is in turn a member of the Interpublic Group
— one of the largest worldwide ad groups in terms of
billings.
“ClickAction benefits from the access to new and prestigious clients and
to the strategic and creative proficiency of Lowe Lintas & Partners, while
providing sophisticated technology to help refine and customize the
marketing approach,” said ClickAction president and chief executive officer
Gregory Slayton. “Lowe Lintas & Partners and ClickAction have complementary
skills which will position the agency with an immediate e-mail marketing
advantage.”
“In an ever-evolving industry it’s important to be at the forefront of
new developments and to ensure that our clients receive the most advanced
levels of service,” said Lowe Lintas & Partners president Bruce Kelley.
“ClickAction will provide crucial back-end support to Lowe Lintas’ strategic
e-mail marketing capabilities.”
“We have the necessary know-how to build relationship strategies online,”
said Lowe Lintas Interactive managing director Dan Goodman. “ClickAction’s
state-of-the-art technology will provide us with the robust solutions we
need to manage our online dialogue.”
ClickAction clients include ad network culinary retailers Dean & Deluca and Sara Lee, and clothing
retailer Brooks Brothers.
Last week, ClickAction added ad management and delivery company AdForce, a CMGI, company, as a
partner offering its e-mail marketing services to clients.
In late July, ClickAction forged a similar agreement with direct
marketers Grey Direct , a unit of Grey Advertising, another
highly ranked global ad group.
