GMAC Insurance names Merkle database AOR

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Property and casualty insurance company GMAC has selected Merkle as its database marketing agency of record.

"The insurance marketplace remains highly competitive, and it's becoming increasingly difficult for providers to secure new customers in an increasingly dynamic environment," said David Williams, president/CEO of Merkle, in a statement.

Merkle will support GMAC's nationwide customer acquisition marketing efforts by helping the company target and market its insurance products. While GMAC already has more than 11,000 agency locations nationwide, the company believes there is an opportunity to build its customer base even more.

Merkle, Lanham, MD, will develop a Marketing Knowledge Center for GMAC, which will help the company manage, execute and measure the results of multichannel marketing programs within a single platform. Merkle will also provide GMAC with analytical support.

GMAC Insurance, St. Louis, MO, began with an initial field of eight firms offering database marketing services. Four agencies were then asked to present more in-depth proposals and, finally, Merkle was selected as the agency of record.

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