ABR 2011: Targetbase
: Mark Wright,
president and CEO
Ownership : Omnicom Group
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.
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.
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.
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."