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Creating and Sustaining Profitable Customer Relationships Wunderman is the world’s largest, most experienced, most acclaimed relationship marketing agency network, providing national and global clients with accountable, data-driven relationship marketing solutions for acquiring, retaining and optimizing profitable customers. Relationship Marketing Is a Two-Way Street About Wunderman Wunderman builds businesses and brands by managing customer behavior to create and sustain profitable customer relationships. Daniel Morel Chairman and CEO Defying the Limits David Sable Vice Chairman Wunderman 285 Madison Ave. New York, NY 10017 Phone 212.941.3000 Fax 212.210.5454 www.wunderman.com Business Contact CRMproject.com 70 Barry Kessel Chief Client Development Officer Phone 212.941.3722 [email protected] At Wunderman, we know a successful relationship between buyer and seller requires reciprocity – a mutually beneficial exchange – that increases intimacy and value over time. The initial currencies of exchange are information and experience. Customers are induced to reveal themselves – their goals, needs, preferences, budgets and time frames. Companies respond with branded information tailored to those disclosures, delivered in convenient channels on a timely basis to create a positive experience. Wunderman’s role is to foster that exchange and quickly monetize it on behalf of our clients in the form of business results – sales per customer today and the ability to predict and shape desired customer behavior tomorrow. But the informational and experiential exchanges, relying on our ability to listen and persuade, precede and promote the financial one. Rigorous Application of Data One-to-one conversations that cross multiple channels and persist over time to the benefit of both customer and company require handson expertise with data, databases, data analytics and data-driven solutions. Only “insightdriven dialogues” – derived from data – enable marketers to differentiate among customers and vary content, channels, frequency and spending according to their varying goals, preferences and value – shortterm and lifetime. We believe that increased relevance, convenience and timeliness for the customer yields increased effectiveness and efficiency for the marketer. Ability to Scale Global and multi-line marketers expect brand consistency and in-market effectiveness from their subsidiaries. Our worldwide network champions the truth that “all sales are local,” but we operate everywhere, unified by a common infrastructure, codified practices and shared knowledge. Behind the scenes, scale requires embracing different marketing models – centralized, federated and distributed – and advancing internal alignment across business units and between sales and marketing. Properly aligned, external campaigns and internal organization make real the ambition to think global but act local. Applying Creativity Across the Marketing Process Beyond compelling content, creativity today means making a brand’s promises real – in presence and experience. “Presence” means attracting customers who are inmarket, ushering them from consideration to decision, getting them to the store – real or virtual – and the cash register for the first and then follow-on purchases. It requires marketers to meet and greet customers along their journeys to the brand. “Experience” – on the phone, online or in person – is equally critical because in the channels every brand can either disappoint or delight the customers’ increasingly high expectations and increasing control over the flow of marketers’ communications. Simply put, we shape experiences and stimulate behaviors that create and sustain profitable customer relationships. We identify and attract those customers who most value your offerings and retain them to maximize share of their lifetime business with a defined ROI for all activities. Founded in 1958, Wunderman’s more than 3,000 employees in 76 offices in 36 countries offer research and strategy development, data services, media planning and buying, retail promotions, creative services in all media and account and project management in both business and consumer marketing. Our clients include Microsoft, Ford, Citibank, Pfizer, Telefonica, Unilever, Lufthansa, Samsung, Chevron, Burger King and AstraZeneca. ■