London, 5 August, 2010: McCain Foods has re-engaged specialist digital and eCRM agency, Underwired Amaze, to create a new eCRM hub and strategy, and extend its CRM activity across multiple channels using the Agillic platform.

Underwired Amaze will design and build the consumer website, which will target mums with busy lifestyles and feature new recipes, games, surveys, coupons and video content. Surveys and a feedback forum will facilitate an increased dialogue with customers, increasing brand engagement via the site. On-pack promotions, coupons, brand partnerships and other activation channels, including Facebook and Twitter, will be integrated with advertising to drive traffic to the hub, promoting the McCain product range and acquiring visitor data.

Underwired Amaze will use Agillic, the European market leader in multi-channel marketing software, to capture, manage and optimise the data collected on the site, and to execute customer communications, integrating personalised emails, SMS and the onsite experience.

Commenting on the customer loyalty programme, Nicola Ech-Channa, Communications Manager at McCain Foods, explained, “This focus on our customers will allow us to get to know them even better and have an informed, personalised dialogue with them over the long-term. Underwired Amaze has already executed a hugely successful eCRM programme for us; we are now taking it to the next level using Agillic to integrate all activity from the point when a customer collects a coupon to targeted and triggered email and SMS communications.”

Emma Nicol, Head of Client Services at digital agency Underwired Amaze, added, “We manage significant eCRM activity for McCain including strategy, creative, data and email delivery supplier management and evaluation. We recommended a new hub to support personalised, segmented content and selected Agillic as the platform to pull all the communications together into one platform. This way we can control things more closely, track reaction and deliver tailored responses to each customer.”

Turlough Martin, Managing Director of Agillic UK, commented, “McCain is one of the first FMCG brands to truly embrace CRM. This forward-thinking brand is moving its customer relationships to the next level focusing on participation and reward. The hub created by Underwired Amaze will offer an appealing experience, facilitating brand engagement and consideration which will ultimately drive more sales for McCain.”

The activity follows an investment by McCain of over £5 million as principal partner of UK Athletics. McCain‘s other marketing agencies include Beattie McGuinness Bungay and PHD.

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About McCain
McCain’s product range includes McCain Oven Chips, McCain Home Fries, McCain Lightly Spiced Wedges and McCain Smiles. McCain has also recently launched McCain Sweet Potato and McCain Footballs.

About Underwired Amaze
Underwired Amaze is the UK's leading eCRM (Electronic Customer Relationship Marketing) agency, delivering world-class eCRM programmes using email, mobile and social media, online campaigns and websites.

Underwired Amaze generates exceptional commercial returns on investment (ROI) for heavyweight brands including McCain Foods, News International, Laithwaites Wine, The Economist and AAR. Its eCRM campaign for the world's largest fantasy football league, The Sun's Dream Team, increased year-on-year revenue by 93%.

Established in 1996, the agency is headed up by Felix Velarde, Managing Director, and Jason Holland, Creative Director – a business partnership in its fifteenth year.

Felix Velarde is one of the digital industry’s pioneers, having set up one of the UK’s first digital agencies (in 1994), and is a leading authority on eCRM. He is a DMA (Direct Marketing Association) Awards judge and teaches the eCRM course for the IDM (Institute of Direct Marketing).

Velarde is a Fellow of the RSA and the IDM and has won BIMA, Marketing and DMA Awards. He was recently listed in Cream’s Top 100 Innovators.

Jason Holland has won a huge variety of major design, advertising and interactive awards, including three appearances in the D&AD Annual, EPICA, World Media Festival and IPPA Golds, and a Cannes Cyber Lion for his personal website.

Underwired Amaze is part of Amaze plc.

For more information, case studies and screen grabs, please visit and

To view Felix Velarde’s blog, please visit

About Agillic

Agillic is the European market leader in multi-channel marketing software. Our technology enables agencies and marketing services providers to execute triggered, personalised marketing campaigns across multiple communications channels, optimising conversion, retention and ROI. Cloud-based and delivered as software as a service, Agillic works with clients to ensure maximum effectiveness for their marketing campaigns.
Headquartered in Denmark, with offices in the UK and Ukraine, Agillic’s customers include agency networks Ogilvy, Wunderman and DDB, and brands including Toyota, Danish Railways and Telenor.

Agillic, 48 Charlotte Street, London W1T 2NS, UK

Published on: 7:48PM on 4th August 2010