INSEAD picks Happy Marketer to bolster customer experience

INSEAD has appointed Happy Marketer as its marketing agency to help the business school build a comprehensive customer lifecycle model.

The appointment, which followed a pitch held in October 2017, will last for a year. There was no incumbent for the account.

According to Paula Robles Carreno, global director of marketing, INSEAD, the organisation chose to partner with Happy Marketer because it felt that the team "really understood [its] pain points" and what the brand was trying to achieve in terms of boosting communications with prospective students.

"The team is extremely professional and knowledgeable. The project has already kick-started and they have more than met our expectations,” Carreno added.

Prantik Mazumdar, managing partner at Happy Marketer, said that in this era, the core objective of marketing is to improve a brand’s customer experience and to do so one needs to have a system and process in place to understand customer personas, their digital footprints and behaviour, and trigger personalised messages depending on where they are in the customer journey.

"We are excited to work with INSEAD on this strategic initiative to drive the aforementioned objective,” Mazumdar said.

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