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Tequila\ debuts in-house personalisation technology

LONDON – Tequila\London is breaking new ground by using personalisation that integrates specific customer information and incorporates it into the DM creative being used.

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The DirectSmile technology allows Tequila\ to create individual major direct marketing campaigns that directly address individually.

Tequila\ hopes that the technology will lead to a rise in response rates as customers react to blend of approach and personalisation.

The agency has been working with DirectSmile for more than a year to offer clients the technology, which should allow the creation of high-impact mailings that are tailored for each and every recipient.

The move to take the software in-house should allow Tequila\ to push the creative boundaries of the technology, extending the possibilities of highly targeted personalisation.

Sheyan Patel, group account head at Tequila\, said: "Everything we do is driven towards more relevant and personalised creative solutions. The combination of DirectSmile and digital print allows us to take this to a whole new level that produces both the stand-out and the results clients want."

Tequila\ is currently using the DirectSmile technology to create a customer relationship marketing programme for a leading supermarket brand.

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