Specsavers has appointed Proximity London as its first dedicated direct marketing agency following a mammoth pitch process which kicked off in September last year.
The appointment, which followed a three-way final shoot-out, marks the first time Specsavers has brought in an external agency to assist in the strategic and creative development of its CRM business, having previously handled all activity in-house.
The company appointed Accenture in January to manage and develop its transformation programme as part of a wider strategy to put digital and data at the heart of its business and boost customer interaction.
As part of this overhaul, covering both optics and audiology, Proximity will focus on strategic and data planning, analysis, measurement and creative. Initially focusing on UK/ROI markets.
Specsavers group ecommerce director Paul Morris said: “We want to strengthen our engagement with existing and prospective customers across their optical and audiology journey.
“Proximity clearly demonstrated its ability to provide creative and innovative thinking to support us in developing our contact strategy and ‘appropriately on’ communications with a solid team approach and astounding value.”
Proximity managing director Gabrielle Ludzker (née Moss) said: “Every meeting throughout the pitch process was a delight; the company is fascinating, fresh and strong on values.
“We really felt like we clicked with the team and could envisage a long happy partnership together. Needless to say, we are thrilled to have won and can’t wait to get started.”
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