Newspaper giant DMGT unifies CRM operations

by Daniel Farey-Jones Brand Republic 17-Jan-07, 07:00

LONDON - The Daily Mail & General Trust's recently integrated national and regional newspaper marketing departments have set up a new CRM operation, which will be led by Andy Palmer.

The new department will bring together the large customer data pools belonging to Associated Newspapers, home of the Daily Mail, and Northcliffe Newspapers, publisher of more than 100 regional newspapers.

DMGT combined Associated and Northcliffe's marketing services functions as AN Marketing Services in October.

Linda Grant, AN Marketing Services director, has appointed Palmer as head of CRM and Sally Wolfenden-Gull as CRM manager. Grant said that the new division would put CRM in its rightful place at the heart of the company's range of services.

Palmer crosses over from Associated Northcliffe Digital where he spent six years as CRM manager, during which his role grew to encompass web analytics and email marketing.

Before joining Associated New Media in 2001, Palmer spent a number of years in account management at direct agencies Tomahawk and WWAV Rapp Collins.

Wolfenden-Gull joins from AN Marketing Services' circulation department. She has been deeply involved in the group's CRM activity to date and has completed an MBA with a key focus on CRM strategy.

Palmer said: "Consumers increasingly expect higher levels of sophistication in marketing activity. In bringing together insights from customer 'touch points' we will be able to build more effective relationships with our customers across the group."

Another recent appointment at AN Marketing Services is that of Jane Bardsley from Emap as head of commercial enterprise.

Pic: Bronac McNeill

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.