Cosmetal Takes Shine to Emisare

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Italian office furniture manufacturer Cosmetal named Emisare Inc., Greensboro, NC, to handle advertising and marketing in the United States.

Six undisclosed agencies were considered. This is Cosmetal's debut in the United States.

"Direct and relationship marketing is really the foundation of what Cosmetal is doing," said Scott Williams, vice president of marketing strategy at Emisare. "A branding campaign will follow at the end of the year."

Emisare is charged with strategic marketing planning, relationship marketing and program implementation, and creation of

Other responsibilities include e-mail marketing aimed at vertical niches, campaign management application, collateral development and business-to-business advertising online and in print.

Based in Greensboro and with headquarters in the central Italian town of Francavilla al Mare, Cosmetal makes contemporary office furniture.

A key challenge of Emisare is to introduce marketing technology in Cosmetal for better customer relationship marketing.

To penetrate the U.S. market, Emisare will target Cosmetal communications not only to wholesalers, rep groups, architects and design firms, but also to end users.

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