TITLE

Relationships rule at D.C. direct shop

AUTHOR(S)
Gardyn, Rebecca
PUB. DATE
October 1999
SOURCE
Advertising Age;10/11/1999, Vol. 70 Issue 42, p46
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on a plan by Becky Chidester, president and CEO of RTCdirect, to build new bridges of trusting relationships in a town not known for such construction, as of October 1999. Chidester will lead the agency into the next millennium with a new focus, relationship marketing. What RTCdirect does is likely to be noticed in the agency community in Washington, D.C. The unit of WPP Group is the second-largest advertising agency in the District of Columbia. RTCdirect is helping clients snuggle up to consumers via comprehensive marketing programs with a personal touch via direct mail, telemarketing and the Internet, as well as traditional print and television. By building a trustful relationship with the consumer, a marketer automatically gains access to a greater share of her purse because it can then introduce her to other related products.
ACCESSION #
2369601

 

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