Jigsaw Consortium seeks agency to improve database management

Jigsaw Consortium, the direct marketing initiative set up by Unilever, Cadbury Schweppes and Kimberly-Clark (K-C) in 1997, is understood to be talking to direct marketing agencies in a bid to beef up its database management.

It is believed that OgilvyOne and WWAV Rapp Collins are in the final shortlist.

The Jigsaw Consortium was set up to stave off the threat from own-label brands and sell directly to the public. Following the launch, Jigsaw announced that initiatives would include cross-selling promotions. But insiders say that such promotions have been few and far between.

Former drinks company Bass – whose brands are now split between Interbrew and Coors Brewers – was also a founding partner of Jigsaw, but pulled out after one year.

Last year, Jigsaw parted company with managing director Liz Harlow. Her role was taken by Cadbury marketer Georgina Walter. Walters’ title at Jigsaw is general manager.

Jigsaw also launched a customer magazine, Voila!, to serve as a relationship marketing tool. The magazine, which was published three times a year, was discontinued this summer. It is understood that it was axed because it proved to be an ineffectual method of data collection.

A spokeswoman for Jigsaw says: “The consortium is planning to enter into a partnership with a third party and is talking to potential partners. A decision is likely to be announced next year.”

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