People’s Postcode Lottery has appointed TMW Unlimited to be its first ever customer engagement agency, following a four-way competitive pitch handled by the AAR.
The agency, which starts work immediately, will be responsible for developing and implementing a new loyalty and retention strategy from the ground up, including creating an enhanced player experience.
Over 4 million people currently play People’s Postcode Lottery. This appointment signals the first significant investment in customer retention to go alongside the brand’s ambitious growth targets.
The brief will see TMW employ “best-in-class” data, neuro- and behavioural science expertise from Unlimited’s Human Understanding Lab to understand the underlying player motivations, as well as providing martech expertise to help optimise the player experience.
A third of the cost of a People’s Postcode Lottery ticket goes directly to good causes – players have raised over £1.2bn for thousands of charities and local good causes since 2005 – so community remains central to the new strategy.
Earlier this year, the organisation appointed The7Stars to its UK media planning and buying account following a pitch. The account is worth more than £66m in billings, according to Nielsen.
People’s Postcode Lottery loyalty and retention lead Lynsey Mackintosh said: “We’re extremely excited to be working with TMW Unlimited. We’re entering an exciting period for the business, so finding the right partner, with the right blend of CRM expertise, creativity, insight and martech understanding was critical. Their approach was creative and innovative, and it became apparent through the process that they were the right cultural fit for People’s Postcode Lottery.”
TMW Unlimited managing director Emma Norman added: “We’re thrilled to be working with People’s Postcode Lottery, a truly unique business with big ambitions and so much potential to really disrupt the sector. We thoroughly enjoyed the pitch brief, and are excited to develop a compelling, ownable and distinct customer engagement approach to drive the business forward. The agency-client fit felt absolutely right – I can’t wait to see what we achieve together.”
TMW Unlimited’s new business wins this year include Itsu, Oak Furnitureland, Rail Delivery Group, Pride in London, and NS&I.
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