ABR 2011: Targetbase

Mark Wright

Principal : Mark Wright,  president and CEO 
Ownership : Omnicom Group 

      Capabilities 

A January 2011 Forrester Research report singled out Targetbase, which offers analytics, strategy, creative and marketing technology services, as the "most integrated" of the US database marketing service providers evaluated. That integration is reflected in recent changes, such as the combining of its analytics and strategy groups under one practice leader.  

Accounts 

Targetbase lost Teva Neuroscience, but made up for it with new wins: Cricket Communications, for which it created a CRM program, mattress manufacturer Tempur-Pedic, for which it created a consumer database and CRM strategy, and an undisclosed national airline. Existing accounts with P&G and Honda expanded. 

Staff  

Targetbase replaced more than 100 employees, with an eye toward digital skills. Wright says his biggest challenge is preventing his top talent from being cherry-picked to the client side.  

Performance  

While the recession negatively impacted revenues in 2009, "Last year, we had a fantastic year," says Wright. Now, Targetbase has its eye on winning clients in the energy and retail sectors. "I think most retail loyalty programs in the US underperform," he says. "I don't think they truly leverage the data they have in front of them." 

From the June 2011 Issue of Direct Marketing News »