Shell pumps international fleet CRM business into Edit

shell 1Shell has handed the CRM account for its global fleet solutions business to Bath agency Edit following a competitive four-way pitch.
The Kin + Carta-owned agency, formed last year from the merger of Response One, Amaze One, Occam and Branded3, has secured a three-year contract and will work the global team based in London, and a further 24 international markets.
The broad scope of work includes customer experience design and delivery, campaign development and management, technical and marketing automation consultancy, and strategic planning support to help shape marketing output. The account will be primarily served from Edit’s Bath office.
It is not known which agency previously handled the business but Wunderman is the brand’s 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 successfully repitched for the business last year.
Accenture Interactive picked up a major slice of CRM activity in November, with a brief to boost one-to-one customer relationships using Adobe Campaign.
Edit chief executive Damian Coverdale said: “Going up against some big names in the industry and winning is a huge achievement, and justification of the strategic changes and investments Edit has made over the last 18 months. We expect this to be the start of a long and fruitful relationship for both businesses.”
Earlier this week it was revealed that Shell is axing its Drivers’ Club loyalty scheme for a new programme – dubbed Shell Go+ – which will also end its relationship with Avios Rewards.

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