Publicis’ goal is to develop the platform for clients to showcase brands and encourage consumer interaction, said Catherine Helfenstein, director of development and communications at Publicis Dialog Paris, in an e-mail to DMNews.
The holding company named Nicolas Zunz chairman of the initiative, with the goal of expanding its scope and establishing it as a top CRM platform. He retains his role as chairman of Publicis Dialog Paris, Helfenstein said. Publicis also named Muriel Hayat, former CRM manager at Unilever, the program’s MD, she added.
Unilever has signed a five-year agreement with Publicis to keep its brands in the program. The acquisition is expected to close at the end of this month, Helfenstein said.
Pour Tout Vous Dire was launched in 1997 as a consumer magazine, but the CRM program’s Web site was added in 2001 to enhance consumer relationships with 30 Unilever brands in the beauty, hygiene, food products and services segments. The program, promoted via SEO, SEM and affiliate marketing, reaches more than 5 million households, including 2 million online users.