Rapp Collins creates retail practice

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Direct marketing agency Rapp Collins Worldwide has formed a dedicated practice called Rapp Collins Retail, an offering designed to meet the unique needs of retailers.

The move formalizes a service that has been offered for years to retailers such as Best Buy Co., Brinker International, H-E-B and Luxottica. Rapp Collins Retail will seek to partner with retail brands that want to complement traditional advertising with customer-focused marketing solutions that are driven by analytics and integrated across channels.

"Traditional solutions are waning in effectiveness and, now more than ever, retailers need customer-centric solutions to drive traffic, increase trips and increase basket sizes," said Thomas Williams, vice president at Rapp Collins, Irving, TX.

The new retail practice will offer clients "custom-built technology solutions for the unique needs of retailers," Mr. Williams said.

Services offered include strategy, account management, media, brand planning, creative, database management, data analytics and interactive.

The retail division will be based out of the company's Irving office but plans call for expanding the practice's reach to all three full-service North American offices.

As a result of this development, Dawn Maire has been promoted to retail practice leader from executive vice president of client services. She was the driving the force behind the establishment of the new division, according to the agency.

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