Home  › Marketing › Strategies
sethsolomons

Seth Solomons Leaves Digitas to Helm Publicis CRM Shop

  |  October 11, 2011   |  Comments

Agency will be based in NYC with seven full-time staff and a small army of consultants.


sethsolomonsSeth Solomons is leaving his global CMO post at Digitas to head a new CRM agency within Publicis' Vivaki unit. The agency, which will be based in New York with seven full-time employees and a small army of consultants, will be called CRM365.

CRM365 represents Publicis' attempt to grab a piece of the increasingly lucrative customer relations market. The agency's premier offering is a software suite that will allow companies to automate their interactions with consumers who are talking about them on the web.

"What the tool will enable us to do in an automated way is be able to read tweets or Facebook posts or interactions with a service center and immediately in real time activate a set of if-thens," said Solomons, "and that logic would then deliver content instantaneously."

To illustrate how the software would work, Solomons told the story of a former Digitas colleague who used Twitter to complain about his experience with a well-known rental car company. "Before the company he rented from could respond, their No. 1 competitor responded with a special offer," he said. "That was a stolen customer."

Clients who employ the CRM365 Intelligence Platform, as its called, wouldn't waste time seeking out such comments on a dashboard or slicing and dicing data to determine the best response to a particular consumer, Solomons said. As far as making sure customers don't resent interacting with software on Twitter, "it will be up to the brands we work with to make sure that every touch point is emblematic of the voice of the brand."

CRM365 represents a different approach for Publicis, which has stocked its digital agency roster by acquiring big names like Razorfish and Digitas. In order to ease the burdens of launching a startup, the agency will be partnering with software vendor Conversen.

For now, the agency claims no clients of its own. Existing Publicis clients seeking CRM help will naturally be steered toward the firm, but Solomon said that CRM365 is intended to stand on its own and not just as an add-on to Publicis' more established agencies. In a sign that Publicis plans to invest in the agency, the holding company has already announced plans to expand CRM365 to the U.K., France and Germany in 2012.

Solomon said that his duties as global CMO at Digitas would be divided among several existing employees.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...