DIRECT: Gillette develops debut direct marketing work

Gillette is to launch its first direct marketing activity as it seeks new ways of forging brand relationships.

The consumer products giant, which markets some of the most famous shaving products in the world, including the Mach-3 Razor, has appointed dunnhumby cinnamon to develop targeted e-mail and direct mail communications for its Oral-B range of power toothbrushes.

The activity marks an unprecedented step for Gillette, which has previously relied on the scale of its global marketing budget, estimated to be worth more than £400m annually, to promote its products. The shift into direct marketing suggests it is now keen to build closer relationships with consumers and explore new areas of communication.

The project will also involve other areas of dunnhumby's offering, including its retail arm and data analysis unit. Dunnhumby won the business after a pitch against agencies including WWAV Rapp Collins.

Steve Clarke, Gillette's senior brand manager oral care, said: "Dunnhumby cinnamon impressed us with its ability to draw valuable insights from the segmentation of our customer base, and then create well-crafted and targeted creative communications from those insights."

It is understood that other Gillette marketers will be watching the results of the Oral-B DM project with a view to testing the medium with other company brands.

The DM appointment follows the decision in October to pool Gillette's global media account into MindShare. The UK business is estimated to be worth around £10m, and covers the Gillette and Venus razor brands, Duracell batteries, Oral-B and Right Guard deodorant.

Two months ago, Gillette reported strong quarterly financial results, with sales up 2% to $2.17bn (£1.36bn) from the same period last year.

In August, Gillette promoted Ed Shirley, president of European commercial operations, to the new post of senior vice-president, global marketing services.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer