By Felicity Ussher, 4 September 2000 16:31
NEWS One of the world's largest advertising agencies, BBDO, will today launch an online network dedicated to direct marketing. Forty-seven BBDO customer relationship agencies will re-brand today as Proximity network, in order to pool their new media expertise online. "This network is essential so our clients can handle the digital explosion," said Proximity's worldwide strategy director, Jeremy Hall. He said businesses are becoming quite good at collecting data, but still do not know how to manage it effectively. The network will lie on top of an intranet, developed in-house, which will host case studies, conferencing software and best-practice models in direct marketing. "The race is on to combine online and offline media - and to use it to target customers more specifically," said Hall.
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