In the past, FMCG clients have generally been reticent about moving
beyond mainstream advertising and embracing CRM, said Dev.
Car companies, airlines and financial institutions have however shown a greater willingness to use CRM, but Dev argues it can work for FMCG marketers if they associate their brands to causes or topics of interest to consumers.
"With Nestle, for example, nutrition is a key platform for them. We can
leverage off the topic of nutrition when talking to consumers about
Nestle's products,
he said.
The practice's other clients include Unilever and SmithKlineBeecham.
Dev said he accepted the job because "it is a regional role and within O&M this is something that is receiving a great deal of focus".
Jerry Smith, general manager of Ogilvy Interactive, is now OgilvyOne's managing director.
