DIRECT NEWS: Miller Bainbridge & Partners nets Toyota customer business

Toyota GB has hired the direct marketing agency, Miller Bainbridge & Partners, to manage its customer relationship marketing programme.

Toyota GB has hired the direct marketing agency, Miller Bainbridge

& Partners, to manage its customer relationship marketing programme.



The move marks a change of tack for the agency, which has until now

focused exclusively on direct marketing. Miller Bainbridge was set up in

1997 by David Miller, the former chairman of Ogilvy & Mather Direct, and

Richard Bainbridge, O&M Direct’s former managing director.



Miller said: ’We pitched for the business with a radical programme that

turned traditional direct marketing on its head. Direct marketing

agencies often use quite crude statistical responses and we aim to fuse

that ability to look at things quantitatively with the qualitative

approach of a traditional advertising agency.’



Paul Philpott, general manager of marketing at Toyota GB, said: ’We

already enjoy very high levels of customer satisfaction with our

products but we know we have to do more to achieve outstanding levels of

repeat purchase.



Our goal is to deliver a best-in-class ownership experience which really

delights our customers - and make repeat purchase a reflex, rather than

a decision.’



Toyota appointed new database and call-centre partners earlier this year

and is at present looking to recruit a customer relationship marketing

manager.



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