LNER expands Merkle brief with digital and data task

Train operating company London North Eastern Railway (LNER) has expanded its relationship with Dentsu Aegis Network agency Merkle after briefing it to handle all its data-driven marketing and CRM programme.

Merkle already works with LNER, which operates the East Coast Main Line franchise from London to north-east England and Scotland, managing its customer database. It has previously also helped LNER to develop data-led customer engagement.

LNER has chosen Merkle to also run digital marcomms and direct customer experience marketing, building and executing customer-centric marketing strategies.

It has also appointed M&C Saatchi to lead on strategic and creative marketing campaigns.

In January, TMW Unlimited was appointed to develop LNER’s future loyalty proposition following a competitive pitch. It is understood that Merkle will now move this brief forward.

LNER commerical director Suzanne Donnelly said: “We have ambitious plans to transform rail travel, breaking out of the pack to deliver a fantastic customer experience right across our business. We’ve made a strong start with the launch of the LNER brand and the introduction of our new Azuma trains which are helping us enhance our service and the customer experience.

“M&C Saatchi and Merkle both impressed us with their strategic, customer and data-led approach, and will help us cement LNER as one of the leading brands in transport.”

Merkle EMEA vice-president of client services Mark Jones added: “The team’s ambition to create hyper-personalised, omnichannel customer experiences, underpinned by customer insight and in real-time, plays to Merkle’s strengths and dovetails perfectly with our people-based marketing ethos.

“By being at the data heart of LNER’s move away from channel to customer-led creative strategy and marketing, we are confident we can help the business drive increased digital interactions, find new head-room and ultimately deliver long-term growth for their business.”

The Department for Transport intends for LNER to provide services until a new public-private partnership can be established next year.