SCA picks Broadsystem to combine data and sampling task

by Joanne Payne, Brand Republic 26-Feb-07, 10:55

LONDON - SCA Hygiene Products in the UK has appointed Broadsystem to host, manage and enhance its database to support all direct marketing activity for its incontinence brand Tena.

Broadsystem has been handling the Tena sampling contact centre service since November 2005.

As part of the appointment, the database management and contact centre will combine to enable SCA to manage its direct marketing campaigns more efficiently in addition to creating cost savings.

Broadsystem will be required to manage data import, reporting and enhancement as well as segmentation, profiling and analysis for direct mail campaigns and execution of tactical marketing communication activities utilising other contact channels.

It is expected that Broadsystem will complete the migration of data from the incumbent bureau by March 2007.

Nick Foulger, brand manager at Tena, said: "We have been very impressed with Broadsystem's work on the sampling contact centre since they took on the work so it was natural we'd consider moving our database business to them. Data-driven multi-channel communications is becoming increasingly important for producing the customer centric joined up communications necessary to sustain the most effective relationships with Tena customers."

Other Broadsystem clients include COI, Future Publishing, Continental Airlines and the BBC World Service.