McCarthy Stone appoints Ogilvy UK as first CRM agency

Retirement housing developer McCarthy Stone has appointed Ogilvy UK as its first full-service customer experience agency following a competitive pitch run by Oystercatchers.

The agency has been briefed to support McCarthy Stone’s CRM, lead nurture and customer journey by maximising the data available, using the company’s existing martech and transforming conversion rates.

Founded in Hampshire in 1977 by businesses partners John McCarthy and Bill Stone, the company is now one of the UK’s leading developers of retirement communities, managing nearly 500 sites across the UK.

It supports more than 20,000 residents around the country, providing a choice of tenure including rental and affordable and private shared ownership, and an expanded care offering.

The privately owned apartments are occupied by people aged over 60, or in the case of a couple, one of the occupants needs to be over 60 years and the other over the age of 55 . Typically, the average age on entry is 75.

The company has worked with number of agencies in the past, including McCann Birmingham and Bournemouth-based creative agency Fireworx.

McCarthy Stone marketing director Alastair Pegg said: “We are proud that we make a phenomenal difference to the lives of our customers and the communities in which they live. This is the first time McCarthy Stone have appointed an agency to drive CRM – we are very excited to be working together with Ogilvy UK.

“Nurturing customer relationships drives outstanding business results. Retirement effects the majority of our population and is a huge growth industry.”

Ogilvy Experience EMEA chief executive Clare Lawson added: “We’re delighted to be appointed by McCarthy Stone, we are looking to improve the customer experience through the journey and to bring their experience to bear. It’s a great brief that will harness the best of our strategy, data and martech expertise.”