Broadsystem consolidates News International work

by Daniel Farey-Jones, Brand Republic 13-Feb-07, 07:30

LONDON - News International has appointed Broadsystem and its exclusive partner SmartFocus to handle inbound and outbound communications to readers and prospects of its newspapers including The Times and The Sun.

Broadsystem has worked with News International, of which it is a wholly owned subsidiary, for several years.

The client is now making use of Broadsystem's partnership with multichannel marketing software provider SmartFocus, which was agreed in November.

News International hopes the data management capability of Broadsystem and SmartFocus will allow it to communicate with its readers and prospects through the media channel they prefer.

Pam Hossain, director of data development at News International, said: "Delivering offline and online marketing programmes is an essential part of our business strategy. Appointing Broadsystem and SmartFocus makes perfect sense as we can continue to capitalise on Broadsystem's robust infrastructure, while the new joint capability delivers high quality marketing services that help us achieve our operational and performance objectives."

Broadsystem has recently been working with The Times to produce its weekly email Times Preview.

Caroline Warboys, CEO of Broadsystem, said: "Our partnership with SmartFocus not only enables us to coordinate command and control... it also provides us with a superior technology and service platform that makes our data management and hosting work harder and smarter for News International."