Ansira, a New Name for the First Integrated Customer Engagement Agency
In recognition that legacy agency models are not delivering against new needs in the marketplace, Ansira is the first agency that fully engages everyone in the marketing channel — from manufacturer to distributor; from retailer to consumer.
ST. LOUIS (June 1, 2011) – NSI Marketing Services, a leader in diversified channel marketing services, and recently acquired RAZOR, a marketing strategy and customer engagement agency have announced that the combined organization will be changing its name to Ansira.
In tandem with the name change, Ansira is unveiling its unique value proposition, focused on integrated service offerings that blend a strong knowledge of strategic customer intelligence and end-to-end execution capabilities. Ansira's complementary specializations position the firm to offer clients a platform of services that did not previously exist in the industry.
"Ansira is the first integrated customer engagement agency focusing on both distribution partners and consumers that leverages customer intelligence to deliver more profitable and effective customer relationships for world-class brands and their constituents," said Mark Mantovani, Ansira's president and chief executive officer. As Mantovani explains, "We believe legacy agency models, such as traditional, specialized and marketing services companies are not fully delivering against new needs. Ansira engages both types of customers, distribution partners and consumers, to deliver better results and optimize performance."
Ansira's clients are a broad array of top global and national brands including Coca-Cola, Ford, Domino's Pizza, Honda/Acura, Rent-A-Center, Cisco, Microsoft, Wendy's, Nestlé Purina and many more.
In addition to its St. Louis headquarters, Ansira has offices in Dallas, Chicago, Los Angeles, New York, Detroit, Atlanta and Cedar Rapids. The combined company is among the 20 largest privately-held marketing agencies in the United States with more than 475 employees and annual revenues in excess of $70 million.
According to Forrester Research, "For more than a century, marketers have turned to advertising and marketing agencies for both strategic and tactical support. Today, marketers tell us that their agency relationships have devolved into a web of confusion.... Mass media is no longer the foundation of marketing communication, forcing yet another change in the expectations of what marketing agencies can and should deliver. Marketers should assess their partners using the three I's — ideas, interaction, and intelligence — to select the right partners. Marketers who change their thinking will lay the groundwork for partners that are more agile, can build long-term relationships with active customers and communities, and can use data to drive real-time decisions." (1)
"Engagement marketing has long been thought of as the interactive relationship between brand and consumer," said Tom Cole, executive vice president and chief development officer. "Ansira's customer engagement approach recognizes that brands can have various customers – including both distribution partners and consumers. By employing customer intelligence and data to deliver and execute effective strategies, Ansira fosters profitable customer relationships from one end of the distribution channel to the other. This integrated customer engagement agency approach infuses channel and consumer intelligence through all disciplines: strategy, distribution, creative, media and campaign execution and listens to and engages with partners and consumers over time and across media."
The name and positioning – will be unveiled today on the firm's website, located at ansira.com.
Ansira, the first integrated customer engagement agency, leverages superior marketing intelligence to build deeper, more effective relationships with consumers and the retail channel partners that engage them locally. Marketing intelligence is infused across all disciplines and executed through trade promotion, digital, direct, marketing automation, media and creative activities. The Company is among the 20 largest privately-held marketing agencies in the United States. Clients include Coca-Cola, Domino's Pizza, Ford, Rent-A-Center, Honda/Acura, Nestlé Purina, Microsoft, Wendy's, Cisco and others. Ansira has offices in St. Louis, Dallas, Chicago, Los Angeles, New York, Detroit, Atlanta and Cedar Rapids.
Peggie Bayliss, Vice President, Business Development/Marketing
(1) Forrester Research, Inc., The Future Of Agency Relationships, March 2010.