The Promise of Actionable Data Made Real

Data on consumer activity and preferences is abundant today, but the ability to work with it, to turn it into meaningful insights that impact the brand’s bottom line, is not.

Hence, the need for Digitas’ latest offering, CRM365. Based in New York City, CRM365 launches with 45 people and will partner with VivaKi digital and media agencies including Big Fuel, Digitas, Razorfish, StarcomMediaVest Group and Zenith Optimedia, to deliver the benefits of an “always-on value management” offering.

Seth Solomons, 43, formerly the Global CMO of Digitas, who will serve as chief executive officer of CRM365, effective immediately. Solomons says, “Our ambition for CRM365 is to set a new standard for CRM.”

He says, “In a meeting a couple of weeks ago, a client said ‘I have buckets full of data and I don’t know what to do with it’. The pain that this particular client highlights is one that is shared by many in the industry. And this is what some have called the ‘Big Data Challenge.’ And this is the opportunity.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.