Clairol Assigns CRM to Calise & Sedei

DALLAS Calise & Sedei has been awarded customer relationship marketing duties for Clairol Professional.

The Dallas agency picked up the CRM account of Clairol’s business-to-business division without a review. The responsibilities were formerly handled by the client’s general-market agency, WPP Group’s Wunderman in New York.

The win becomes the first major piece of business for Calise & Sedei’s new CRM unit, which was formed in February when the shop hired Ed Brassel as managing director.

Prior to taking his new post, Brassel had worked on CRM initiatives for Clairol’s retail business and handled related work for its professional division as a senior vice president and general manager of Omnicom’s Targetbase in Dallas.

The Stamford, Conn.-based client has charged the agency with handling strategy, program development and analytics for a CRM campaign that will build a more profitable relationship with salon owners and stylists, Brassel said. The client sells hair color to salons, including its flagship brand Miss Clairol Professional.

The shop plans to begin its initiative in late summer, Brassel said.

Billings are undisclosed. TNS Media Intelligence/CMR lists no ad spending for the client last year.