Great Western Railway has finally reappointed Havas CX Helia to handle its CRM account after a mammoth competitive pitch and the culmination of a review first called in 2019 that saw six agencies battle it out for the business.
As well as retaining all CRM responsibilities, the agency has increased its remit with the addition of GWR’s regional creative work.
The procurement-led statutory review, which was run through the Official Journal of the European Union, initially kicked off in November 2019 before being put on hold during the pandemic. Final pitch presentations were held in May 2021; the other agencies were Engine, Iris, McCann, Armadillo and Paragon DCX, which remains the incumbent for marketing technology and website management.
GWR operates trains across the Great Western franchise area, which includes South Wales, the West Country, the Cotswolds, across southern England and into London.
Havas CX Helia will work closely with Adam & Eve DDB, which handles GWR’s advertising account, and the7stars, which was appointed as the FirstGroup brand’s media planning and buying partner in 2019.
GWR head of sales and marketing Richard Pennant Jones said: “I’d like to thank every agency that took part in this comprehensive, highly competitive process. The bar was set exceptionally high, and we saw smart, innovative, customer-centric thinking across the board.
“The hunger to retain the account demonstrated by Havas CX Helia, coupled with the strength of the agency’s ideas and its passion for our brand, really shone through, and I’m delighted to continue this successful, long-term relationship with such a trusted partner.”
Havas CX Helia co-president and managing director of the Cirencester agency David Macmillan added: “Successfully defending an account against such strong competition is always a thrill, but to grow a relationship we’ve held for 12 years – after a thoroughly rigorous process – is a real show of faith. Our partnership has remained strong through recent difficult times, and we now look forward to growing this wonderful, important brand as things begin to get ‘back on track’.”
Related stories
Five agencies battle for Great Western CRM business
Ol Janus becomes first global data chief at Havas CX
Havas CX Helia Cirencester restores ECD role for Knight
Havas CX triumphs in VW pitch to land CRM account
Havas CX scoops brief for global skincare brand Aesop
Havas hires Jennifer Clinehens as first CX strategy chief
