CEA Puts Cash Behind Growing Focus on Direct

Campbell-Ewald Ad-vertising executives say they are beefing up the shop’s direct unit in response to an increasing emphasis by clients on one-to-one relationship marketing initiatives.

The Warren, Mich., agency has made a “multimillion dollar investment” in technology, proprietary tools, training and additional personnel, said Tracie Reihm, Campbell-Ewald’s executive vice president in charge of direct.

Reihm said that mass-market directed TV and print are still key to any campaign, but marketers can no longer think “one dimensionally.” New avenues for direct marketing, led by the Internet, have required an increasing investment in the appropriate technology, she said.

Tools like variable digital printing and powerful databases will help the agency create communications plans based on “an audience of one,” Reihm said. But this requires a special understanding of consumers as individuals in order to end up with the right message, at the right time, in the right frequency and in the right medium, she said.

Campbell-Ewald’s one-to-one marketing clients include Amway, Chevrolet, Continental Airlines, Delta Faucet, General Motors, Pearle Vision and Whirlpool. The agency hopes its increasing investment in below-the-line enables it to expand service to the current roster and be in a better position in new business pitches, Reihm said.

To help oversee the direct business, the agency has hired Janice Easton, a veteran re-searcher. Easton joins the agency from Phoenix Group, Farmington Hills, Mich., where she was vice president, research. She also worked for R.L. Polk & Co. in Taylor, Mich., holding positions including general manager, automotive research.

At Campbell-Ewald, Easton takes the post of senior vice president, director data analytics. Her responsibilities include managing the team that conducts analysis, data mining and structuring one-to-one dialogue. She reports to Reihm.