Start-up scoops Asics Euro CRM task

Global sports brand Asics has hired start-up Draw/Connect as its European CRM agency to support the development of the brand’s customer experience and comms strategy in major EU markets.
The new CRM specialist arm of Draw Group will provide the customer insight, contact strategy and tactical campaigns to underpin the growth of Asics’ multi-channel oﬀer.
The brand’s digital marketing account is handled by Amaze, which last week unveiled a new interactive instore system, dubbed the Product Advisor, which matches joggers with their perfect running shoe.
Draw/Connect is headed up by Nick Elsom, who joined the agency in May this year from Underwired. He has previously worked at Triangle, Meteorite and set up his own agency, Flamethrower.
Elsom, who is managing director of the agency, said: “Asics is an outstanding brand and we’re delighted to be working with the marketing team to support this important stage in the development of its digital platforms.
“The customer’s needs are at the heart of digital success for brands across all sectors, and Asics recognises the potential this presents. We can’t wait to get started.”
Draw Group was set up by Fred Brown in 2003 as digital agency Last Exit. It rebranded earlier this year and restructured around distinct vertical sectors including fashion, beauty & lifestyle, professional & financial services, and media & entertainment. Its clients include Jimmy Choo, Tesco F&F, Nabarro, Carphone Warehouse, What Car? and Blackberry.