DVC Looks to Build On CRM Offerings

By 2005, 49 percent of all media will be two-way, or interactive, up from its single-digit level today, according to McKinsey & Co. In an effort to capitalize on this growth, DVC has added two executives in the hopes of augmenting the shop’s relationship-marketing expertise.

The new arrivals are Kathleen Amundson and Daniel O’Keefe, who recently joined the Morristown, N.J.-based independent promotion agency’s Minneapolis and Atlanta offices, respectively. Amundson, evp, director of relationship marketing, helms DVC’s 10-person relationship-marketing practice, which launched in March. O’Keefe is svp of relationship marketing in DVC’s healthcare practice.

They report to Mike Zeman, president of the CRM division, who hired them. Clients of the $167 million shop include AT&T, Nokia, Polaroid and Pfizer.

Relationship marketing, which includes direct mail, database marketing and interactive, is a hot topic in the industry. Category spending is expected to grow from $13.7 billion in 2002 to $17.7 billion by 2006, according to Karen Smith, research director, customer relationship management at market-research firm Aberdeen Group in Boston.

“We see relationship marketing as an overarching strategy, rather than a tactic,” said Amundson, who previously ran Amundson Marketing, a now-defunct relationship-marketing company.

Before that, the Minneapolis native helped create a relationship-marketing practice at Omnicom’s Rapp Collins; she has worked with Sprint PCS, DirecTV and Target, among others. O’Keefe will target pharmaceutical and health-insurance companies at DVC. He formerly was svp of client services at technology-focused marketing firm Seurat in Boulder, Colo.