OgilvyOne Worldwide has launched its own database management tool, OgilvyOne Bridge, in Japan and the Philippines. The product collects and manages data for local relationship marketing programs while running regional campaigns. It is now applied to more than 50 databases for 12 Asian markets for clients such as Seagram, Nestle and Du Pont.
“When we found a lack of relationship marketing experience among the software houses in Asia, we decided to develop our own product,” John Goodman, president of OgilvyOne Asia Pacific, said in a statement.
OgilvyOne Bridge was developed in-house by OgilvyOne Asia at a cost of more than U.S.$5 million. It was first tested in Hong Kong and Malaysia, and then on a pan-regional basis. Although created specifically for the Asian market, the product uses shared knowledge and expertise from several offices across the OgilvyOne Worldwide network.
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