Agencies line up for National Express brief

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National Express: seeking to consolidate CRM business
National Express: seeking to consolidate CRM business

National Express is reviewing its customer relationship marketing as it seeks to consolidate the business into a single agency.

The coach operator, which has issued a tender, wants an agency to handle activities including database holding, campaign management and e-mail provision. National Express has previously used multiple shops for its CRM.

The incumbents include Sky IQ, which hosts the database; Experian CheetahMail, which handles e-mail; and McCann Birmingham, which oversees the creative work.

A spokeswoman said: "National Express is currently reviewing its marketing activities with a view to developing a more strategic approach to CRM. We are looking for a single agency but, if this is not possible, are open to considering alternative solutions or recommendations."

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