The Guardian’s direct marketing account – which includes subscription marketing, reader relationships as well as the Extra loyalty scheme – has been put up for a review by parent company Guardian News & Media.
The company, which has contacted agencies directly, has recently invested heavily in its DM team and is now understood to be planning to step up activity.
Like many newspaper groups, cross-selling products and services is now a major part of The Guardian’s strategy. And, following the Daily Telegraph’s lead in the late Nineties, GNM also runs a subscription model.
The DM account is currently handled by MRM Meteorite, and covers, subscription acquisition and retention campaigns, and the Extra scheme, which was launched in 2010.
Open to readers of the Guardian and The Observer, the Extra club provides readers with a range of discounts and offers from the likes of the National Portrait Gallery, Eden Project, English National Opera and Tate Britain.
Members of the scheme will also be given access to the newspaper group’s newsrooms, including interviews with its journalists.
A dedicated web page at Guardian.co.uk/extra showcases the latest offers, events and competitions for members as well as providing an opportunity for feedback and suggestions.
