CHILDREN’S subscription television brand Nickelodeon Australia has appointed direct marketing agency Clemenger Proximity to manage its database.
Nickelodeon said Clemenger Proximity's role would be to assist it with strategy and deliver new and different communication via multiple media.
The Nickelodeon database has grown more than 40% in the last two years and won best in class database at last year's Australian Direct Marketing Association (ADMA) awards.
Nickelodeon marketing director Robyn Stubbs said Clemenger Proximity was the stand out contender in a competitive pitch for the business which included the previous incumbent on the business iLeo.
"We gave the account to Proximity because they value the strength of the Nickelodeon brand and respect the uniqueness of its audience—kids," Stubbs said.
Stubbs said data was the centre-piece of the company's marketing strategy and an invaluable tool enabling two-way interaction with kids.
The database is used to target and tailor 'Nick Takes Over' events, quarterly newsletters, regular "tune-in" email blasts and to develop joint direct marketing campaigns with subscription TV platform FOXTEL and AUSTAR.
Nickelodeon, now in its 23rd year and seventh year in Australia, is now seen in over 1.4m households here via Austar, Foxtel, and Optus.
