Grey Advertising Embraces MessageMedia's Agency Alliance

Share this content:
Grey Advertising, New York, became the first partner in a new Agency Alliance Program announced yesterday by Internet marketing and customer relationship management services firm MessageMedia Inc., New York.

MessageMedia's new program is designed to help advertising agencies extend their online marketing services to clients through the use of integrated e-mail messaging technology and other Web-based marketing initiatives.

"Forward-thinking advertising agencies understand the power of e-mail as a marketing tool," said Larry Jones, president/CEO of MessageMedia. MessageMedia will immediately make its competencies and deliverables in e-mail messaging services available to Grey clients while gaining entry into the ad agency's substantial client base along with a presence on its corporate Web site. Other agencies are expected to join the alliance and offer MessageMedia a presence on their Web sites as well.

According to Tom Ferrell, director of corporate communications at MessageMedia: "there will be joint selling going on when we accompany Grey in their client presentations for new business." He also said that the partnership would be very sensitive to privacy issues regarding the online side of the business, especially where traditional direct mail and e-mail messaging come together.

"We are very tight on the opt-in side of this business," said Ferrell. "The customer acquisition has to be done before we enter the picture. That means the customer has to have provided information [clarifying] that they do want to receive e-mail from a client. Otherwise nobody really benefits. And we certainly don't want to risk labeling a client, or being labeled [ourselves] as a spammer, but we obviously hope to do some coordinated campaigns along those lines."

The alliance has yet to garner any specific new business accounts, but Grey Advertising spokesman Chris Brown said: "We will be are offering MessageMedia's services across all our subsidiary companies, including Grey Interactive and Grey Direct." She noted, however, that Grey Direct has used MessageMedia's services in the past.

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above