McCann forms joint venture for CRM activity

McCann Relationship Marketing, the New York-based arm of Interpublic Group of Co's McCann Erickson network, is teaming up with customer analysis company Fair, Isaac & Co to give it greater clout in managing customer relationships.

McCann Relationship Marketing, the New York-based arm of Interpublic Group of Co's McCann Erickson network, is teaming up with customer analysis company Fair, Isaac & Co to give it greater clout in managing customer relationships.

The unnamed venture will launch this Spring, adapting Fair, Isaac's software to work within MRM's perameters.

Currently, Fair, Isaac works mainly in the financial services sector to determine risk through analysing consumers' predicted behaviour.



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