Creston-owned the Real Adventure Unlimited has scooped a major brief from Weetabix to implement a new digital and data-led marketing strategy as part of plans to get closer to its customers through online channels.
The appointment includes the design and rebuild of four websites – Weetabix corporate, and consumer brand sites for Weetabix, Alpen, and Weetabix On The Go – owned by Shanghai firm Bright Food.
The agency will devise an integrated CRM approach – including data collection and segmentation – in an effort to boost loyalty, frequency and brand advocacy for the breakfast cereal specialist. It has initially been appointed for six-month contract.
Weetabix head of brand Rich Lawrence said: “With its innovative approach to data, technology and creative, we are very confident the Real Adventure Unlimited has the skills and expertise we need, and we’re looking forward to getting started.”
Launched in 1991, the agency’s clients include Danone, Costa and UKTV, and last year it picked up Asda’s CRM account. The Real Adventure Unlimited was the second acquisition made by Creston’s chief executive Don Elgie in 2001. Former Indicia man Ian Bates was appointed board creative director of the agency in 2013.
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