Nestle to develop cross-brand relationship marketing project

by Staff

March 16, 2005

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Nestle to develop cross-brand relationship marketing project

LONDON - Nestle UK is to develop a customer relationship programme operating across a range of its brands, initially focusing on coffee and confectionery products.

OgilvyOne, hired after a pitch against MRM Partners, will develop a central database to combine existing brand-specific CRM initiatives for marketing purposes.

This will not affect individual CRM projects, such as Carlson Marketing's work on Nestle coffee brands.

OgilvyOne's digital division, OgilvyInteractive, is to handle an interactive project focusing on multi-brand product news. This will include website development as part of Nestle's relationship marketing strategy.

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Topics

Marketing