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The Guardian

Guardian News & Media appoints Acxiom to help boost audience engagement

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By The Drum Team, Editorial

August 5, 2011 | 2 min read

It has been reported that the Guardian News & Media (GNM) has appointed Acxiom to build a single, global customer database.

This follows the announcement from GNM in June in which the company revealed that it was going to take a digital first approach.

The multi-year contract that was awarded to Acxiom following a competitive tender process is expected to encompass all of GNM’s on- and offline media brands, including The Guardian and The Observer. GNM will use the database provide its current and prospective audiences with more relevant and timely digital content and offers based on their preferences and behaviour.

Once the database is built, Acxiom will provide strategic consulting support, campaign management and reporting on an ongoing basis.

Andre McGarrigle, GNM customer insight and data strategy director, said in a statement: “The principle of audience-centricity lies at the heart of the digital transformation process happening at GNM. Our investment in this important area is part of an ongoing drive to continuously improve the relevance and convenience of the content, products and services we offer our audiences around the world.”

Clare Morgan, Acxiom’s European director for telco, media and high-tech, said: “Acxiom is proud to be part of this transformational project for GNM. Our company is known for providing strategic direction that delivers insight-driven solutions for our clients leading to true consumer engagement and personalised brand experiences.”

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