Publicis buys CRM system from Unilever

02 September 2009

PARIS: Publicis Groupe, the agency holding company, has acquired Pour Tout Vous Dire, Unilever's French customer relationship management tool, and intends to use it to help brands connect with female consumers in the country.

Unilever launched Pour Tout Vous Dire in 1997 as a publication in the style of a consumer magazine, before adding an online presence in 2001, in order to help it "establish and sustain personalised relationships with consumers."

The programme's print and web remit now covers more than 30 of its brands across the beauty, hygiene, food products and services sectors.

Overall, it reaches more than 5 million households in France, including a web audience of around two million people, the majority of which are women.

Indeed, according to figures from Nielsen//Net Ratings, Pour Tout Vous Dire's web portal is among the top six sites among female internet users in the European nation.

Publicis said in a statement that it is aiming to "turn it into the website of choice for women who want to interact with the brands they use."

More specifically, it argued the "goal here is to build a benchmark e-CRM platform for the Group's clients that showcases brands and fosters interaction with consumers."

As such, the marketing services conglomerate will operate Pour Tout Vous Dire on an "open architecture basis", so that it can be tailored to the needs of a wide variety of products.

Brands using the platform will be able to "engage consumers in one-on-one communication – highlighting their latest innovations, demonstrating their value, rewarding loyal customers, and ensuring easy access to their products," it said.

Under the terms of the agreement, Unilever, which is already one of biggest clients on the Publicis roster, will continue to use the service for a minimum of a further five years.

Data sourced from Reuters; additional content by WARC staff