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GMAC Insurance and Merkle sign contract extension

IBR Staff Writer Published 07 March 2013

Merkle, a customer relationship marketing (CRM) firm and privately held agency, has been awarded a three-year contract extension from GMAC Insurance.

Under the terms of the contract, which follows a full-service engagement in 2008, Merkle will manage the GMAC's connected CRM database as well as provide associated analytics support, modeling and reporting services.

As a strategic partner for GMAC Insurance's marketing and campaign management, Merkle will also continue to supply creative services, production management and digital media services including search marketing and targeted display.

The integrated approach of Merkle's consulting, data, analytics, technology, creative and digital media teams has allowed for the merging of valuable cross-channel consumer data which provides for highly tailored messaging and marketing tactics for GMAC Insurance.

GMAC Insurance vice president Benjamin Moore said, "We have developed a strong partnership over the past few years and I look forward to our continued success over the next three years."