McVitie’s picks LVB to head database task

McVitie’s UK has appointed LVB DraftWorldwide to handle its

database analysis and direct marketing tasks as the biscuits and cakes

manufacturer looks at the possibility of linking up with other fmcg

brands to target customers jointly.

McVitie’s is part of the Consumer Needs Consortium, which is made up of

a number of non-competing fmcg giants including the founding companies,

Unilever, Bass and Cadbury-Schweppes.

The consortium plans to pool its data resources in order to cross-market

products. The combined data will also be used to make relationships with

third parties, and it is expected that the frozen food retailer,

Iceland, will become involved, drawing on the data it has acquired

through its home shopping operation.

LVB’s task for McVitie’s will be, in part, to analyse all the data that

McVitie’s has gained through its involvement with the consortium and

plan the ways in which the company can link up with the other members

and the third parties that are interested.

LVB will also use McVitie’s data to plan the content of its direct

marketing output, and work on the creative executions of some

elements.

The agency will work closely with Rachelle McAuliffe, McVitie’s database

marketing manager, who recently joined from the below-the-line agency,

Marketing Drive.

LVB’s parent network, DraftWorldwide, has recently acquired a top French

healthcare agency, Zeta.

This article was first published on Campaign