WPP's Rockfish Sets Up Digital CRM Arm

In the US, WPP-owned full-service digital agency Rockfish has launched a Digital CRM practice, offering clients help in using big data to respond to customers with relevant content via the most appropriate device.

Building on its existing Mobile and Digital practices, the firm will tap into data sets available through social APIs to enable marketers to access and act on new consumer data.

The new practice will be led by Chief Strategy Officer Dawn Maire (pictured), who has twenty years' experience overseeing CRM, digital, social, mobile, viral, in-store and multi-channel strategies from companies such as Rapp Collins Worldwide and Omnicom's Optima Direct. She is joined in the new team by digital shopper marketing exec Wade Allen, who has previously held roles at RAPP and dunnhumby; multi-channel marketer Gloria Ralston; and technology expert Justin Bryant.

Commenting on the launch, Maire said: 'Traditional CRM systems focus on targeting the right customer with the right message at the right time, but in the era of digital and mobile marketing, CRM needs to do more than that in order to keep up with the multichannel experiences available to consumers. At Rockfish, our CRM practice builds holistic solutions for communicating to the right customer with the right message in real-time on the right device.'

Web site: www.rockfishinteractive.com .