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Christine Anderson

President

Right Coast Marketing

Christine is one of the early practitioners of customer relationship marketing. In the early 80’s, she helped national non-profit organizations build their first databases, improve their member retention rates and grow their relationships more profitably. On the business to business front, she developed the first comprehensive meeting planner database for Marriott Hotels. Her innovative consumer and business-to-business programs helped AT&T secure the loyalty of customers who were planning to move.

In 1983, Christine represented Ogilvy & Mather Direct on the Sears National Database Development Team in the development of a powerful, centralized customer database. She led her agency team to create exciting new retail marketing programs that capitalized on a broader view of the Sears customer. Heading up the Ogilvy team for American Express in the Chicago region, Christine applied her strategic and creative skills to support many retail and travel partners based in the Midwest.

Later, at American Express, she launched an internal direct marketing agency that produced hundreds of successful travel, retail and financial services programs each year and delivered millions to the bottom line in incremental revenue and cost savings. At Epsilon, an American Express subsidiary, she led the groundbreaking retail programs for Saks Fifth Avenue and Dayton Hudson Department Stores. As Vice President for Travel and Retail, Christine also managed the Amtrak account and launched successful customer relationship programs for Metroliner, Auto Train and long distance travel.

In 1996, Christine opened her own full-service direct marketing agency, Right Coast Marketing. She created the wildly successful Reward Your Style program for DSW and has served as direct marketing agency of record for DSW since 1997. With a team of eight professionals, Right Coast has worked with Strong Investments, American Express, Paragon, Quikbook.com and Travel Planners, building business through better customer marketing.

Christine has won industry awards for outstanding creative campaigns for Maserati, American Express, Saks Fifth Avenue, Amtrak and Quikbook.com. She serves on the Ethics Operating Committee for the Direct Marketing Association and is a member of the DMA Retail Council.




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