Samsung has hired database marketing agency Merkle as its e-mail marketing agency.
The deal includes e-mail program strategy development, creative design, e-mail data management, message deployment and campaign analysis across Samsung’s divisions including Samsung Electronics America, Samsung Electronics Canada and Samsung Telecommunications America.
Merkle began working with Samsung on a consumer database initiative in June 2007. During this process, Merkle identified opportunities to consolidate e-mail activities and tie e-mail programs to consolidated customer data. The agency has also been sending pilot campaigns for one of Samsung’s divisions since January, Merkle said.
Todd Graden, senior account director at Merkle, is heading the Samsung business.
“Merkle also demonstrated to us that they have the track record to support our timelines, expectations and goals,” Kris Narayanan, director, integrated marketing, Samsung Electronics America, Inc., said in a statement. “E-mail represents a large opportunity to increase our direct engagement with customers.”
Acxiom Digital and Epsilon Interactive had been Samsung’s e-mail marketing agencies.
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