ⓒ Dexter Krema
A subsidiary of Dexter Studios appears ready to strengthen its competitiveness in the global advertising and marketing business by working with Salesforce, a global CRM solution company. This new arrangement is expected to play an active role in introducing an on-demand system that supports the entire marketing business from software solutions to practical services for the first time in Korea.
Dexter Studios announced on April 26 that its advertising and marketing subsidiary Dexter Krema (CEO: Son Dong-jin and Song Gyeong-woon) entered into a marketing and consulting partnership with Salesforce Korea (CEO: Son Boo-han), and launched a consultative group tasked with developing joint offerings. The two partners plan to provide digital marketing services to client companies to support the establishment and execution of marketing strategies.
Dexter Krema is a comprehensive digital agency that has continued to grow in charge of global advertising planning and integrated communication for large domestic companies. Since its foundation in 2009, it has won more than 16 awards in the digital sector of leading international advertising festivals. Krema has shown off its skills with successful endeavors at both home and abroad. It has also been certified as an official partner of the Google Marketing Platform. Since last year, the company has expanded its business scope by entering new fields such as virtual production, AI meta-human, global hyper-personalized media, and NFT marketing.
As for why Dexter Krema decided to work with Salesforce, an official said, “We’re engaged in sales that combine advertising and marketing in various industries such as IT, automobiles, fashion, architecture, food, and culture. As marketing has become an essential tool for business activities, it is time for a more strategic approach targeting the advertising market.”
According to the Korea Broadcasting Advertising Promotion Corporation, the total spending on advertisements in Korea was KRW 15.5174 trillion in 2021. In 2022, this is projected to grow by 1.6% to KRW 15.7678 trillion, and reach KRW 16.8980 trillion by 2023. On a global scale, forecasts say that advertisement spending will rise to USD 770.2 billion (KRW 1.0155 quadrillion) in 2022 and about USD 873.8 billion (KRW 1.1521 quadrillion) in 2024.
To make this consulting partnership a reality, Dexter Krema acquired a Salesforce management license to reinforce its operational expertise. As a CRM consulting company, Dexter Krema now has all the essential qualifications to provide high-quality functions, and it has also plenty of experience applying the know-how and capabilities it has accumulated as a planning agency to CRM consulting for multiple years.
An official from Salesforce Korea said, “By combining Salesforce’s robust technology with Dexter Krema’s know-how in consulting for marketing strategies, we can propose an integrated CRM marketing strategy optimized for each company. We’re hoping to provide detailed guidance on how to utilize the Salesforce platform for the actual implementation of these strategies.”
Salesforce provides CRM solutions in the form of Software as a Service (SaaS) worldwide, and companies can expect a variety of services such as customer relationship management, sales management, marketing automation services, and building their own malls from Salesforce. Moreover, the company provides systems that maximize corporate business performance by utilizing advanced artificial intelligence technologies such as analysis technology based on the visualization-oriented data analysis tool ‘Tableau’ and generative AI as well as actionable AI.
Son Boo-han, CEO of Salesforce Korea, said, “Developing a joint offering with Dexter Krema is expected to give us a new opportunity to use CRM solutions provided by Salesforce more strategically.” Son added, “This is of great significance in providing a solution that can meet the practical needs of CRM marketing that each brand wants and needs.”
Dexter Krema CEO Song Gyeong-woon also explained, “We expect that working with Salesforce will be of great help in improving the quality of digital marketing services provided by Dexter Krema, and also in strengthening our technology. The two companies will continue to work together to deliver marketing strategies capable of boosting customer satisfaction.”
