Rapp Collins Worldwide has recreated itself as new brand RAPP!. Locally affiliated with DDB and led by Managing Director Eric Domagas, the RAPP Philippine office handles DM and customer relationship management (CRM) for a confidential range of consumer clients. The worldwide shift is seen as the venerable network’s way of wrenching its brand imaging into the digital era.
According to Domagas, "Direct marketing and CRM go beyond digital media, or any media for that matter. These disciplines come with a distinct mindset, tools, and skills — expertise for getting direct behavioral response and building long term customer value." The agency’s buzzword remains Customer Obsession, "the furious fixation on collecting behavioral data which are used to mine insights for creative work that demand behavior, which in turn translate back to calculable, measurable data."
