DFS hands account to Karmarama

Karmarama, the ad agency which boosted its direct marketing credentials with the purchase of Crayon two years ago, has scooped the DFS business following a three-way pitch.
DFS has briefed the agency to create and implement its direct marketing, content and data management strategy as part of a two-pronged attack on new and existing customers. The business is likely to be handled by Crayon Ci, which joined the Karma as part of the 2012 deal.
The pitch, handled by AAR, kicked off in April; the sofa giant previously used a number of businesses on a project basis.
DFS head of analytics and customer experience Davnet Reid said: “We selected Karmarama based on the strength of their creative content and their ability to combine, what we considered an outstanding commercial focus, with a genuine understanding of the consumer.
“We’re also confident that Karmarama has a team that can hit the ground running and partner with our above-the-line agency Krow to develop a fully rounded, customer-centric marketing strategy.”
Karmarama group executive creative director Caitlin Ryan added: “DFS is a business that understands the true potential of customer data and creating compelling content, and as an agency we are incredibly well set up to deliver the work. We can’t wait to get started.”

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