Lida scoops Land Rover CRM task

land-rover-lrx-1 (1)Land Rover UK has awarded its CRM account to Lida, dashing the hopes of rival OgilvyOne which was aiming to add the brief to the digital account it picked up late last year.
The M&C Saatchi-owned agency, which also saw off Publicis Chemistry, becomes the car marque’s first dedicated CRM business and is understood to have already started work. The win replaces the agency’s previous car account, Mini, which was consolidated into Iris in December.
Lida has been briefed to help the brand build deeper relationships with its customers and, reportedly, build “an unrivalled customer experience”.
The appointment comes despite the fact that the marque already has a number of agencies on board, including OgilvyOne, brand experience agency Imagination, and Rainey Kelly Campbell Roalfe/Y&R.
Wunderman, where former Lida chief executive Mel Cruickshank now plies her trade, handled many elements of the account until last year.
Under Tata Motors’ ownership, Jaguar Land Rover has witnessed a major turnaround in fortunes. At the end of May, it reported an 11% increase in profits – with pre-tax profits reaching £1.7bn – for 2012/13.
While this has been partly driven by rapid growth in China and the Asia Pacific markets, sales in Europe were also up, 18% to 80,994.
Lida chairman and chief strategy officer Matthew Heath said: “We feel privileged to be given the opportunity to work with Land Rover. Not only is Land Rover an iconic British brand, it also has a truly ambitious vision, which we are excited to now be a part of.”

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2 Comments on "Lida scoops Land Rover CRM task"

  1. RT @DM_editor: Lida fights off OgilvyOne and Publicis to net Land Rover CRM #directmarketing #digitalmarketing #data…

  2. RT @DM_editor: Lida fights off OgilvyOne and Publicis to net Land Rover CRM #directmarketing #digitalmarketing #data…

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