Proximity London has fought off all-comers once more to retain the BBC TV Licensing account for the third time following a year-long pitch process, in a move which sees the agency continue its 15-year relationship with the organisation.
Proximity will be responsible for managing TV Licensing’s full CRM programme, which covers approximately 32 million addresses and is one of the largest in the UK.
The agency will lead both the strategic direction and implementation of marketing services and deliver an end-to-end marketing operation, from planning to campaign launch, across the full media spectrum.
It has already renewed a six-year contract with Communisis to run the print account.
Proximity Worldwide global president Mike Dodds said: “This is one of the biggest and most sought-after contracts in the country, touching almost every household and business in the UK, and we’re delighted to retain it for a third time.
“Winning this contract is testament to our commitment and ability to provide a forward-thinking solution that will stand the test of time while delivering results from day one. The large-scale and complex nature of the programme requires a diverse and collaborative team. We’re proud to be chosen as that team and look forward to driving the account forward.”
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