Three UK hunts CRM agency as it gears up for 5G launch

Three UK, the CK Hutchison Holdings mobile brand, has kicked off a search for a new CRM agency through AAR after handling the bulk of its activity in-house for the past five years.
The brand had used the now defunct TBCH, formed from the merger of Targetbase and Claydon Heeley, since 2006 although the loss of the Three business in 2014 ultimately led to the agency’s demise. It was merged with Rapp within months.
The successful agency will focus on customer engagement activity to Three’s 10 million customers, and will work alongside Wieden & Kennedy London, which has held the ad account business since 2011, and Gravity Road, which has run social media since 2015.
Three is gearing up for the launch of 5G and claims to have the UK’s leading 5G spectrum portfolio, holding more than the rest of the industry combined. Three is the only operator able to meet the IMT 2020 standard for full 5G services.
The company has already committed £2bn to rollout 5G for its customers.