DECISIONEDGE MANAGES MARKETING CAMPAIGNS

IBM Canada has launched new business intelligence software that it says will enable companies to plan, execute, track and refine marketing campaigns. DecisionEdge for Campaign Management allows users to set up ‘dialogues’ with their customers, store customer information in a data warehouse, and build on customer contact history to produce more precise cross-selling and up-selling opportunities. IBM says DecisionEdge can manage three kinds of campaigns: those that identify prospects in certain segments, those that are triggered by specific customer actions, and those that are triggered by customer inquiries.

VISITOR INSIGHT TARGETS WEB SITE CUSTOMERS

Orange, Calif.-based Experian has unveiled an e-commerce product, Visitor Insight, which runs in the background of a business Web site and enables marketers to target specific customers. When a consumer registers on the site, Visitor Insight supplements the information provided with demographic data from Experian’s Insource database, which contains consumer data on 98% of all U.S. households, according to the company. Using this data, the Web site marketer can immediately tailor product and service offerings to the needs of individual visitors.

CALL CENTRE SOFTWARE SIMPLIFIES CUSTOMER CONTACTS

Nortel Networks of Dallas, Tex., has launched Web-enabled customer relationship management software that it says will ease the processing required by call centre agents.

Symposium Call Centre Server (Release 3.0) customer relationship management software is incorporated with Internet and Computer Telephony Integration (CTI). According to the company, use of the Internet-enabled application will result in increased productivity, minimized operational costs and maximized agent scheduling. Symposium is currently available to those call centres using Nortel Networks Meridian 1 and Meridian SL-100 and DMS Centrex systems.

Strategy is on the ground in Cannes, bringing you the latest news, wins and conference highlights all week long. Catch all the coverage here.

Thursday’s batch of Silver and Bronze winners included the Creative Business Transformation, Creative Effectiveness, Creative Strategy, Luxury Lions, Brand Experience & Activation, Innovation and Creative Commerce Lions categories. Canadians were recognized with three Lions today: a Silver in Brand Experience & Activation, a Bronze in Creative Commerce and a Bronze in Creative Effectiveness. Rethink was awarded twice on Day 4, while Weber Shandwick rounded out the Canadian agency wins with one Lion. Below is a look at the work. Catch the Gold winners later this afternoon when they’re revealed at the gala in Cannes.

Creative Commerce (1 Silver)

1 SILVER: “U Up?” by Rethink for IKEA

IKEA’s “U Up?” campaign has legs, it turns out. The campaign is getting major love at Cannes. The IKEA work, created in collaboration with Rethink Toronto, added to its Cannes Lions tally with a Silver medal in Creative Commerce. That now makes five total Lions for the work, including two Golds on Wednesday night, for Direct and Socal & Creator. The campaign has been lauded by jurors for its dexterity, contextual timing and humour.

Creative Effectiveness (1 Bronze)

1 BRONZE: “Heinz Ketchup & Seemingly Ranch” by Rethink for Kraft Heinz 

Both Rethink and Kraft Heinz picked up another Lion, this one a Bronze in Creative Effectiveness for their collaboration on “Heinz Ketchup & Seemingly Ranch.” Not only did the work capture a culture moment spurred by Taylor Swift, but it also created a new product, “in under 24 hours,” to match. The latest two Lions makes 10 total wins for Rethink. Kraft Heinz and Rethink also picked up a rare Gold Lion for Media a day earlier.

Brand Experience & Activation (1 Bronze)

1 BRONZE: “Airbnb Icons” by Weber Shandwick for Airbnb

The Weber Shandwick work, “Airbnb Icons,” won Bronze on Thursday in Brand Experience & Activation after claiming a Bronze in Media Wednesday. Airbnb turned media brands into a destination, partnering with the likes of Marvel and Disney to offer travellers experiences like drifting off in the Up house or crashing at an X-Men mansion. The first 11 experiences rolled out mid-2024, and most of the experiences were free or under $100, with over 4,000 tickets sold by the end of the season.