ABR 2009: Wunderman

Share this article:
Daniel Morel
Daniel Morel
“We are in the business of creating conversations – it's about listening and learning from customers about the various interactions you have and proposing smart programs that entice them to buy differently. The essence of the DM business has not changed, the system is the same, but the [pace] has accelerated.”
-- Daniel Morel, CEO

As the agency that bears the name of the legendary Lester Wunderman, who is credited with coining the phrase “direct marketing,” it's no surprise that the science of direct is soul of what this agency does – though much of its work today revolves around digital, mobile, data analytics, e-mail as well as direct mail. The agency traces its roots to 1958 when it was founded as Wunderman, Ricotta, & Kline by three veteran ad men. In 1973, it was acquired by Young & Rubicam.

Year founded: 1958

Holding company: Young & Rubicam Brands

Headquarters: New York

Offices: Over 120 offices in more than 50 countries, as well as 15 specialized companies

Web site: www.wunderman.com

Major disciplines: Direct, digital, data analytics, creative, search, e-mail, mobile and promotions.

Key accounts: Microsoft, Citibank, Ford, Diageo, Nokia, Southwest Airlines

Current agency challenges: “Motivating staff in this economic environment-- we're looking at a variety of ways to keep up esprit d'corps that isn't reliant wholly on money,” says David Sable, Wunderman's vice chairman and COO. “[We want to strike] the balance between innovation and providing immediate results. You've got to keep forging ahead in areas like new technologies, e.g., mobile, while keeping client's cash registers ringing.”

Biggest 2009 industry trends:
“Data solutions and insights will drive everything,” adds Sable. “We'll witness data having an increased role in every aspect of the process from how we listen to consumers to when and how we engage them. The ability to inject up- to- the- minute information into every step of the process increases DM's effectiveness and ultimately, ROI. Make no mistake, marketers and consumers are now joined in areal time conversation- and there is no turning back”

Top executives: Daniel Morel, chairman and CEO; David Sable, vice chairman and COO; Trish Wheaton, global chief marketing officer; Stewart Pearson, chief client officer.
Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

John Wanamaker Is Dead, Long Live the CMO

John Wanamaker Is Dead, Long Live the CMO

A century-old motto isn't—and shouldn't be—relevant today. CMOs need to get with the times and put their customer knowledge to good use.

Unleashing the True Power of the Customer

Unleashing the True Power of the Customer

Retailers who harness customer loyalty program data can create a customer-centric competitive advantage.

News Byte: Gartner Retail Expert Joins eCommera as CMO

News Byte: Gartner Retail Expert Joins eCommera as ...

Kevin Sterneckert brings a wealth of knowledge and experience to eCommera.