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DDB forges data-driven partnership with Tasseologic in Asia


By Charlotte McEleny, Asia Editor

May 12, 2016 | 2 min read

DDB has announced a new strategic partnership with data and CRM firm Tasseologic, helping the creative group offer these solutions to its clients.

DDB David Tang

The partnership means Tasseologic is opening its first office in Asia, alongside DDB Group in Singapore. The partnership will be in place across several Asian markets and will focus on key areas such as media spend effectiveness, loyalty marketing and segment strategy.

DDB has already been working with Tasseologic on a more informal basis and its ability to create “quick win” solutions for clients has been an attractive, driving the decision to formalise an agreement.

David Tang, DDB Asia CEO, said: “We’ve hired and worked with a few CRM experts through the years. I have to say Tasseologic, run by Dr. Urvashi Pitre, is exceptional; it is resultsdriven, it understands business reality and it is fast and quick acting. It lives and breathes by the results it delivers, all within 60 days. No doubt this comes from years of relevant category experience from Tasseologic’s very impressive team.”

The growth in Asia is important to Tasseologic because the market is in need of data-centric creative, said Tasseologic president Urvashi Pitre.

“We’re really excited about partnering with DDB. They’re marketing-driven, client-focused, with so much upside to offer to its clients in upselling, cross-selling and data-mining—and to top it all, they are great partners. In Asia in particular, we believe the future is in data – and we get data.”

According to DDB, this partnership ‘signposts’ a wider strategy to take its marketing services beyond advertising, and conveniently Tasseologic adds to its ‘T-Divisions’, which also includes Tribal (digital innovation), TracyLocke (shopper marketing), Track (portal and e-commerce) and Tango5 (social good).

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