Kestnbaum Aims for Closer Ties With Impiric Parent
The consultancy's offices will shed some of their previous independence in favor of greater cohesion with Impiric, hoping to offer relevant services to Impiric clients. Plans also call for an office in New York, an expansion planned for this year.
"My aim and mandate is to take this brand and work and insights and, in the first instance, look at supporting the Impiric network," said Clive MacLean, the new president/CEO of Kestnbaum. "Really, today, Kestnbaum has operated fairly independently, although they're part of the [Impiric] group."
MacLean previously was chairman/CEO of the Masters Institute, San Jose, CA, and was president of FCB Direct, Chicago.
MacLean's new job requires him to expand Kestnbaum's concepts in customer relationship management, such as its proprietary longitudinal contact strategy and customer long-term value analysis.
Established in 1967, Kestnbaum offers its database and interactive marketing services to clients such as The Walt Disney Co., PhotoWorks, Discover Card and BassPro.
Two years ago, Kestnbaum was bought by advertising agency Young & Rubicam, Impiric's parent. WPP Group PLC scooped up Y&R shortly thereafter.
MacLean said Kestnbaum will expand from its traditional direct marketing base and target business related to online marketing, particularly in electronic customer relationship management.
But a closer relationship with Impiric does not mean a surrender of Kestnbaum's independence.
"We will continue to pursue clients that are independent of the group, and that will help keep [Kestnbaum's] credibility," MacLean said.