Open University hires Lida for customer marketing

OpenUniversityThe Open University has appointed Lida as its lead agency across all marketing channels following a competitive pitch which kicked off in January.
The pitch, led by the Crown Commercial Service, sees Lida replace AMV BDDO on the business. The appointment does not affect Rapp, which retained the CRM and data planning in November 2014. MediaCom handles the media account.
Lida has been briefed to develop a customer-driven strategy across all of The Open University’s student acquisition and the fundraising activity. The strategic and creative work will begin immediately, with the first piece of work scheduled to go live in next month.
Open University director of marketing Debbie Britton said: “We have been impressed by Lida’s experience, insight and passion for our business. We look forward to working with them on some bold and exciting ideas.”
Lida chairman Matthew Heath added: “The Open University is an extraordinary institution which is more relevant than ever. We are very excited to be creating a new approach for them to capture their unique spirit and capabilities”.
The move follows last week’s appointment of Trefor Thomas as Lida’s chief creative officer.

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