Former River Publishing business development director Andy Leach has launched a CRM management and customer publishing agency.
Leach has formed the agency, Madison Will, with ex-head of CRM at Honda, Paul Toeman.
It will provide marketing and publishing services to clients looking to optimize the benefits of customer publishing as part of an integrated marketing mix.
"Customer magazines are now recognized as a marketing discipline," said Leach.
"However, the contract publishing industry's still ruled by pure publishing, not marketing disciplines. We believe there's a gap in the market for an agency that fully integrates contract publishing into the bigger marketing picture."
He added that the agency would appeal to clients looking to build their customer relationships holistically, across a range of disciplines and that Madison Will was already in discussions with a range of brands.
Leach joined River in April 1999 from brand consultant Spero Communications, prior to which he worked within ITV and satellite television.
Prior to his role at Honda, Toeman worked at WWAV Rapp Collins and CDP Media .
River publishes magazines for a range of clients, including Holland & Barrett and BMW.
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