Havas Helia lands CRM business from Adidas

Havas Helia is understood to have trousered a major slice of international direct marketing business from Adidas after a four-way pitch.
The agency has scooped the account following a review which kicked off in September. It has been briefed to devise a CRM strategy to target existing customers through all channels, including digital.
It is reported to have beaten off Lida, CHI & Partners/Rapier and Proximity to the activity; the pitch was handled by Roth Observatory.
The win rounds off an impressive year for the agency’s new business team; Helia has already bagged Westfield, Royal Mail MarketReach, Regus and Co-op Bank in 2015 and strengthened its grip on Dove.
Last year, the firm – sponsor of the German football team – overhauled its customer data strategy to speed up delivery of insights and drive personalised marketing.
By implementing an analytics solution from Microstrategy, Adidas consolidated four separate data warehouses into the one single platform, which is also connected to traditional core databases, as well as information from its Hadoop systems and customer data from its custom-built CRM platform.
72andSunny and Iris – which picked up a clutch of Cannes Lions awards for the client this summer – are not affected by the appointment.
Havas has an existing relationship with the sportswear giant, with Havas Work Club running the brand’s UK social media account since 2013.