Grey Direct Allies With ClickAction

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Grey Direct, the world's sixth-largest direct marketing agency and part of ad agency Grey Worldwide, has partnered with ClickAction Inc. to strengthen its e-mail marketing offerings.

As a result of this relationship, Grey Direct will offer ClickAction's e-mail marketing service as its own private-label product for clients' campaigns. The alliance is also an acknowledgment of a trend whereby an increasing number of marketers are moving direct marketing spending online.

"It's a way for Grey Direct to provide key technology to their customers," said Jim Williams, general manager of services at ClickAction, Palo Alto, CA. "E-mail marketing is not a simple off-the-shelf product. Grey's customers want it as part of their campaign."

ClickAction's E-mail Relationship Management service allows marketers to conduct permission-based e-mail campaigns, collect and profile customer data, and access real-time results in an online environment.

Clients of ClickAction include Nabisco, Sara Lee Corp., Brooks Brothers, Vicinity Corp., CMGI's AdForce and Dean and Deluca.

Grey Direct, New York, specializes in direct response advertising through television, telemarketing, print and the Internet. It has two divisions: Grey Direct e.Marketing, which focuses on the development, maintenance and management of transaction-based sites and online marketing programs; and Grey E.Mail, for e-mail marketing and relationships.

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