The appointment will be seen as major snub for Kitcatt Nohr Digitas, which handled the initial work for the loyalty programme, having worked on the business since 2007.
The agency is still the incumbent on sister brand Waitrose, which it has held since 2006. Kitcatt Nohr revamped and rolled out the myWaitrose loyalty scheme in November last year. It is thought that the agency is now concentrating on the concurrent Waitrose account review.
Proximity, which beat VCCP me, Balloon Dog, and Rapp to the business, will work across all direct marketing channels, supporting John Lewis’ marketing, database and email teams.
In addition to support on “my John Lewis”, the agency has been tasked with working on the broader contact strategy, as well as launch marketing for John Lewis retail outlet openings.
The John Lewis Partnership has been planning to ramp up its data marketing strategy following the appointment of former Lloyds chief Paul de Laat to customer insight director late last year.
John Lewis head of CRM and insight Chris Bates said: “We have big ambitions for CRM, including growing my John Lewis, and are excited to invite Proximity to help us deliver our strategy.”
Proximity deputy chairman Sharon Whale added: “We are genuinely thrilled to have won the prestigious John Lewis CRM account. John Lewis already enjoy a unique relationship with their customers and we feel privileged to have been chosen to partner with them to take this to the next level.”
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