AIS nets National Express account

National Express has pooled its direct marketing account into AIS London – following a review which kicked off in August – as part of a strategy to adopt a more strategic approach to its customer communications.
The account was previously split between database host Sky IQ, email specialist Experian CheetahMail, and creative agency McCann Birmingham.
AIS, which won a competitive pitch overseen by AAR, will now handle all this activity. The account is the latest in a number of high-profile new business wins for the agency, including Club Med, Waitrose, Vodafone and Pure Collection.
Originally a coach operator, National Express also operates bus, train and tram services in the UK. Last week, passengers travelling on its c2c train services were deemed the most satisfied commuters in London and the South East, according to an official independent national survey of rail passengers.
Rupee Sanghera, the head of CRM at National Express, said: “We’re looking to develop a more strategic approach to CRM and we think AIS London are the right people to evolve our approach and deliver that vision.”
Sarah Stratford, managing partner, strategy at AIS London, added: “This is a very exciting opportunity for us to work together with National Express; to step-change their approach to customer communications and to collaborate with our cousins at Havas Media UK in creating an end-to-end integrated customer experience that delivers results.”

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