London – 8th March 2005 - Ladbrokes has appointed Agency.com, the full service interactive agency, and WWAV Rapp Collins, the UK’s leading direct marketing agency, to provide a holistic CRM solution for Ladbrokes online and telephone customers following a 7-way pitch.
The fellow Omnicom-owned agencies formed a ‘best of breed’ partnership, with Agency.com focusing on ECRM and WWAV Rapp Collins focusing on offline communications and data strategy.
The agencies will provide a full service CRM solution, including on and off line communications strategy, data analysis and segmentation, creative development, production and management of campaigns. Initially this will extend to all of Ladbrokes’ UK customers, with the potential to extend full services throughout Europe and the Far East.
The appointment comes as Ladbrokes looks to drive forward a “Best of Breed” CRM strategy to capitalise on the dynamic growth in the eGaming industry.
Darren Moffett, General Manager of CRM at Ladbrokes, commented: “With the e-gaming marketplace growing at such a rapid pace, it is absolutely crucial that we not only focus on market share growth but also on the value of our existing customers. We are excited about the impact that the Agency.com/WWAV team will have on this aspect of our business objectives.”
David Eastman, Managing Director of Agency.com, commenting on the appointment said: "We are thrilled and proud to be appointed by Ladbrokes to handle their eCRM programme. It's an exciting time for the sector with the market for online gaming growing exponentially and constantly evolving. As a relationship marketing driven agency this is exciting work for us and we are looking forward to long and successful partnership."
Matthew Eccles, chief strategy officer, Rapp Collins Europe, says: “As the online gaming market explodes, Ladbrokes are keen to enhance the value of their existing customers in addition to staking new claims across the global territory. The appointment of the Agency.com and WWAV Rapp Collins partnership means that Ladbrokes will be able to develop channel neutral communication strategies that allow them to maximise this opportunity. ”
The retainer-based relationship will take effect from March 2005.
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Published on: 12:00AM on 8th March 2005