Nabisco Taps Targetbase for Customer Programs

Targetbase, a customer relationship management and direct marketing shop, has been hired by Nabisco to expand the company’s consumer programs.
The renewable contract will extend through the end of 2001, during which Irving, Texas-based Targetbase will develop and execute customer relationship management (CRM) programs.
“The ‘in’ came through our network of previous clients,” said Scott Bailey, executive vice president of Targetbase. “We had done some work for Nabisco in the past, and as we started moving more in the direction of CRM it became sort of a renewing of an old relationship.”
Billings for the new account were undisclosed.
Targetbase’s challenge has been to convert its packaged-goods experience into an area –customer relationship management–most often identified with reward programs.
“A lot of people neglect to think about the brand as representative of the organization,” said Bailey. “With American Airlines, as a frequent flyer I’m more interfacing with people: they can manage me, treat me a certain way because I’m a platinum flyer.”
With advances in research technology, the analysis of buying patterns will enable marketers to establish relationships with partners, Bailey said, “so you can co-market with stores that now represent that face to your audience.”
A member of Omnicom’s Diversified Agency Services division, Targetbase last year reported gross revenue of $49.5 million and was No. 8 on Adweek’s list of top direct-response agencies in the U.S.
Targetbase be-came part of the Omnicom Group last year with the $100 million purchase of its parent, M/A/R/C, an integrated marketing services firm that also includes M/A/R/C Research. Most recently, the company added a consulting division, led by senior vice president Sandra Grace. K