Publicis to buy Unilever CRM arm in France
The Publicis Groupe is to buy Unilever’s customer relationship management (CRM) programme in France, known as Pour Tout Vous Dire.
As part of Publicis’ digital strategy, the deal will give Publicis one of the top four multi-brand CRM programs in France.
Unilever has also signed a five-year service deal with Publicis Group to keep its brands within the programme.
The group plans to build Pour Tout Vous Dire into the first port of call for women to interact with Unilever’s brands and use it as a benchmark e-CRM platform for clients, to showcase brands and build relationships with consumers.
Pour Tout Vous Dire provides a platform for brands to communicate directly with consumers, promoting products, and rewarding consumers with vouchers promotions.
The programme was launched in 1997 in the style of a consumer magazine and followed by an online portal with the aim of building relationships between women and 30 Unilever health, hygiene and food brands.
It currently reaches more than 5 million French households and is placed in the top six websites in terms of traffic with 2 million visitors to the online platform.
Nicolas Zunz will chair the business and Muriel Hayat, former Unilever CRM manager has been named as CEO.
The group reported a 6.6% fall in revenue in the first half of the year.
