Operational from this month, the new company is called MRM Connected, after the merging of Connected with the local branch of McCann's McCann Relationship Marketing (MRM) network. The move is in line with McCann's global drive to expand its CRM services.
Connected was founded in 1999 by Prasan Osatananda, a former chief executive officer of Euro RSCG, and former president of the Advertising Association of Thailand. Prasan has been appointed managing director of the new operation.
It began a strategic relationship with McCann two years ago, partnering with the firm to offer web-based services, and the tie-up led to McCann's decision to acquire the company in December last year, according to McCann Thailand president Mark Ingrouille. "We have been expanding our companies and services, and really CRM was the last piece of the jigsaw we needed to put in place," said Ingrouille.
While Connected offered primarily web services, the MRM half of the merger will bring Connected's staff of 12 up to speed on CRM services, Ingrouille said. Two MRM executives from the network's New York headquarters have been brought over to assist with the set-up.
McCann's clients, including UPS and Tops Supermarkets, have begun exploring MRM Connected's services, Ingrouille added. Connected will retain its former clients.