Waitrose hunts CRM agencies as Field Day shrinks

mywaitrose-newWaitrose is holding talks with direct marketing agencies about its CRM business, including the MyWaitrose scheme, as part of plans to beef up activity.
The retail giant said the review, which is being handled by Ingenuity, will not affect other agencies working on the business but is designed to bring in extra firepower.
The MyWaitrose scheme was developed by Kitcatt Nohr in 2009, originally launching as an online-only programme. However, the retailer ditched Kitcatt Nohr for the full roll-out in 2013, appointing AIS London to the brief.
Last year, AIS was merged with Arnold KLP to form Field Day. But since then Field Day has been slimmed down considerably, with the senior management team of managing director Liz Barnsdale, executive strategy director Sarah Stratford, executive creative director Geoff Gower and creative director Kevin Bratley all leaving the agency.
The only remaining board members are managing partner Gillian Arthur and creative director Jon Moore and they report into Havas Helia chief executive Tash Whitmey.
It is not known whether the review is linked to the move, but Field Day has confirmed it no longer handles the account. Neither is it being run out of Havas Village, of which Havas Helia is a key member, as that would be a conflict with the Tesco Clubcard business which Helia has handled since 1993. A number of other businesses also work on the loyalty account, including retail marketing specialist Ecrebo, which signed a five-year agreement in May this year, and GI Insight.
Waitrose said in a statement said: “We are not reviewing our CRM account but talking to a number of agencies about an additional, smaller marketing project.”

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