WPP aquires Danone's CRM division

by Sarah Johnson, Marketing Direct 18-Dec-08, 12:00

LONDON - WPP has taken over the customer relationship management (CRM) division of Groupe Danone.

Groupe Danone is know for its dairy products and mineral waters. The company's CRM team will join WPP's operating network Y&R Brands in Paris. The group has also acquired certain assets of Groupe Danone.

Groupe Danone has appointed Y&R Brands France as its CRM partner. Initially the CRM appointment covers the company's key market in France but is expected to roll out in to other countries.

Y&R Brands will work with Groupe Danone to develop integrated campaigns to build brand sampling and customer loyalty for the portfolio of Groupe Danone products, including Danone, Actimel, Activia dairy products and Evian and Volvic Waters.