Shell has boosted its roster of global CRM agencies by handing a major slice of digital work to Accenture Interactive.
The agency will deploy CRM campaigns across Shell’s digital channels, aiming to boost one-to-one customer relationships using Adobe Campaign – the cross-channel campaign management tool in Adobe Marketing Cloud – as a managed service.
London-based Wunderman will remain the lead digital agency, providing overall global strategic planning and creative direction for Shell’s CRM programmes globally. The WPP-owned agency has held the account since 2013 and recently successfully repitched for the business.
Shell global head of CRM Sherine Yap said: “We are looking to drive deeper and more meaningful connections with customers across every touchpoint.
“We believe that Accenture Interactive can successfully support this ambitious scope of work as a CRM partner by building a robust digital network for global and local campaigns.”
Accenture Interactive lead for UK and Ireland Joy Bhattacharya added: “Shell is in a strong position to serve and respond to customers on a global scale, which is why we’re excited to be a part of its CRM programme. Through the consolidation of systems and services, we aim to drive efficiencies and scale personalised marketing campaigns, creating greater experiences for Shell customers.”
Accenture takes pole position on BMW and Mini digital
Radisson books in Accenture for data-driven strategy
Accenture Interactive scoops the account from heaven
Maserati hires Accenture to put data in the driving seat
Unilever revamps marketing with Accenture solution
To leave a comment please register – it takes less than a minute and is free of charge. You will also get our weekly email update The DM Report (to opt out contact firstname.lastname@example.org). If you are an existing user, please log in. If you have forgotten your log-in details please email email@example.com to get them reset!