Danone appoints Hypernaked for CRM activity

Danone, the dairy manufacturer, is to back its main brand with a CRM programme for the first time and has appointed Hypernaked to create and manage the initiative.

Danone: first CRM strategy
Danone: first CRM strategy

The agency won the brief after a five-way pitch. It has been tasked with building consumer relationships with the Danone brand via content, coupons, social and other CRM channels.

This will be the first time that Danone as a masterbrand has embarked on a CRM strategy.

Hypernaked already works with Danone on Actimel, for which it handles digital advertising.

Actimel and Activia have both recently launched their own CRM activities with the Family Wellbeing Index and the Feel Good Pledge respectively.

Joel Kirstein, the digital brand and CRM manager at Danone, said: "We appointed Hypernaked as their innovative approach to CRM, coupled with brilliant strategic thinking, demonstrated a refreshing way of solving the brief."

Ian Clark, the chief executive of Hypernaked, said: "We share a similar vision on what modern CRM should be, so it’s an exciting time to be working together."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Sainsbury's moves £60m ad account to Wieden & Kennedy
Share

1 Sainsbury's moves £60m ad account to Wieden & Kennedy

Sainsbury's has moved its £60m advertising account into Wieden & Kennedy, ending its 35-year-relationship with Abbott Mead Vickers BBDO.

The top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published