SCA Hygiene On-Target with Drypers

SCA Hygiene has engaged CRM specialist agency On-Target to assist with loyalty marketing activities for its Drypers' Happy Family Club.The agency has begun work on the account with targeted user-relevant communications already sent to the members of the newly launched club.Liew Wai Kuang, senior brand manager at SCA said: "With a healthy database and an opportunity to further strengthen the relationship with parents who are always keen to know more on parenting activities, CRM initiatives using a variety of media provide a vital tool to further anchor the brand in its leadership position."On-Target Marketing Solutions is a CRM-led communications agency, now in its sixth year of operation."It is really an exciting brand from a CRM and Loyalty Marketing perspective, given the concept of ‘lifetime value' of the consumer and some other key consumer insights we gathered while working on the plans", Salim Khubchandani, managing director of On-Target, said.