Three UK, the mobile brand owned by CK Hutchison Holdings, has handed its CRM account to MRM McCann London with a brief to boost engagement among its 10 million-strong customer base as well as support its 5G launch.
The company has handled the bulk of its customer marketing activity in-house for the past five years, having previously used the now defunct TBCH, formed from the merger of Targetbase and Claydon Heeley.
MRM McCann was appointed following a pitch process – which kicked off in March – handled by AAR.
It has been briefed to work closely with ad agency Wieden & Kennedy London and digital shop Gravity Road. Initially, it will support the brand’s “Phones Are Good” campaign, devised by W&K and launched in October last year.
The Interpublic-owned agency has also been charged with devising activity for the launch of Three’s 5G service. The mobile firm has already committed £2bn to 5G, and claims to have the UK’s leading 5G spectrum portfolio, holding more than the rest of the industry combined.
The brand’s B2B account is run by Boys + Girls, while Mindshare handles all media planning and buying.
Three director of marketing experience Rebecca Griffith said: “We want to build on the Phones Are Good platform across all of our channels, particularly where our customers come closest to our brand.
“The appointment of an agency such as MRM McCann was crucial in that mission – they bring a blend of tech, data and creative excellence to the table.”
MRM McCann chair and chief creative officer Nicky Bullard added: “What an amazing brand to work with, a fantastic marketing team and some stellar agency partners. We’re chuffed to bits and can’t wait to roll our sleeves up and get started.”
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