Brown & Williamson Tobacco Corp. has signed a five-year, eight-figure contract with KnowledgeBase Marketing, Inc. The agreement calls for KnowledgeBase to coordinate Brown & Williamson’s efforts to communicate directly with its customers.
KnowledgeBase will use its Impact CRM system to coordinate messages between consumers that have opted in to receive messages from Brown & Williamson. The Richardson, TX-based data firm will also synthesize Brown & Williamson’s multi-source identity verification efforts, which prevent the Louisville, KY-based tobacco company from contacting underage consumers, or adults that do not want information on tobacco products.
KnowledgeBase will provide a combination of analytics, real-time campaign reporting and call center integration services, which will allow Brown & Williamson to make adjustments to its creative and placement efforts in mid-campaign, if necessary.
Brown & Williamson’s brands include KOOL, Pall Mall, Lucky Strike, Capri and Misty cigarettes.
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