The consortium was set up five years ago to allow the partners to use the database for relationship and direct marketing purposes. It is now looking at opening up the information for commercial purposes, in an about-turn from its original plan.
OgilvyOne will provide support services such as data acquisition and maintenance, management, analysis and evaluation, which will make the information more attractive to third parties.
The win also includes insight and analysis in support of brand and category management objectives, and the handling of supplier relationships.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .