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BREAKING NEWS & VIEWS
Meredith Takes the Keys: Marketing Unit Lands Chrysler  customers’ dollars away from traditional media and into more integrated “below-the-line” promotions, customer-relations, and custom publishing. Meredith’s Integrated Marketing unit has long been among the most evolved examples of this model in which publishers offer brands some of the expertise and services usually associated with advertising agencies. Meredith already boasts clients like Kraft, Nestle and Domino’s, and it even bought marketing firms Genex, Big Communications, O’Grady Meyers and took a strategic position in mobile agency Hyperfactory. And this week the company won Chrysler’s customer relationship management (CRM) business. Better still (for Meredith at least) it replaced Omnicom Group’s BBDO Detroit in that role. “We are the Agency of Record for their customer relationship management,” says Martin Reidy, president, Meredith Integrated Marketing. The duties include communicating with in-market and prospective customers via direct mail and email. “It also covers the full cadence of the ownership life cycle,” says Reidy. “Starting from the welcome packages through off-lease marketing as people’s leases mature and expire.”Previously, Meredith had worked for Chrysler as a custom publisher of “Freedom,” content that was aimed at Jeep and Chrysler owners. Clearly, becoming the AOR for the auto maker’s entire CRM program is a substantial feather in the company’s cap. The evolution of traditional media companies into marketing services firms opens up a number of potential conflicts. The ad agency world has been looking suspiciously at this move into their turf. After all, the print components of a company like Meredith are dependent upon the major agencies for a considerable amount of print ad sales. By taking brands on directly as marketing clients, publishers can appear to be competing on one side of the business with agencies that are partners on the other. In this case, Meredith actually won the business from an agency. Reidy says that marketing services continues to be an important part of the Meredith plan and his unit will pursue clients when there are such opportunities. “Marketing services is becoming more diversified and fragmented,” he tells minonline. “We presented what we believed to be a strong program to a client that we had a longstanding relationship with and it resonated with their strategic goals. We will continue to work with all of the agency partners on integrated programs in the future.” If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com COMMENTS
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