Lida reborn in New York as M&C Saatchi One-to-One

One_to_One_M&C Saatchi Group may have buried its CRM agency Lida in the UK two years ago but over in the States the business is making a comeback under the new brand M&C Saatchi One-to-One.

Originally founded in London in 2000 by Lisa Thomas and Dave Harris, Lida New York was launched in 2017 following the acquisition of digital customer experience agency MCD Partners in March 2016; Brit Jonathan Goodman was appointed founding partner.

M&C claims the relaunched US agency has “refocused and calibrated its client proposition to meet existing and future clients shifting needs” and insists it is helping brands take a more human-centric approach to customer communications by combining data, business and human intelligence to apply the right resource and solutions to achieve business and customer success.

M&C Saatchi One-to-One managing director Georgia Graham-Leigh said: “With the pandemic accelerating the rise of ecommerce, 1-to-1 comms are recognised by brands as an important part of their integrated marketing mix.

“However, many brands are not equipped to leverage the power of their existing marketing technology and data to maximise their 1-to-1 efforts. Our work has been focused on helping our clients do just that, and as a result we have evolved our agency and the M&C Saatchi Group offering.”

M&C Saatchi One-to-One has also launched the MarTech Studio, a platform-agnostic, backend technical and implementation service to give brands support regardless of their stage of marketing technology maturity.

The new service claims to provide on-demand data and tech services to help clients optimise their current data and marketing technology, to ensure strong ROI on CRM ecosystem management, and campaign plans.

The MarTech studio offers support with database clean up, email integration, reporting automation, preference centres set up, and “IP warm up”.

M&C Saatchi US co-chairman Lenny Stern said: “We are constantly evolving the M&C Saatchi US Group offering for our existing and prospective client partners, and are delighted to offer further expertise to complement our services and provide quantifiable results for our clients.”

It is not known whether there are any plans to launch the agency in the UK market, where Lida was merged into the main agency in 2020. The group has since launched digital consultancy Thread, growth specialist Clear, data business Fluency and sustainability agency Life.

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