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In an unusual move designed to boost its broader digital strategy, Paris-based holding company Publicis Groupe said it has acquired Pour Tout Vous Dire, the French customer relationship management program of key client Unilever.
Unilever’s own brands use the platform to reach more than 5 million households, and the packaged-goods giant has signed a five-year licensing deal with Publicis to keep its products represented.
The venue was launched 12 years ago as a consumer magazine, but has since morphed into a Web-focused portal designed to help build and strengthen relationships between mainly female consumers and various Unilever brands.
According to the Paris-based holding company: “The goal here is to build a benchmark e-CRM platform for the group’s clients that showcases brands and fosters interactions with consumers.”
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