John Lewis picks Proximity for CRM account

John Lewis has appointed Proximity to work on its customer relationship management campaigns, after a pitch.

John Lewis: Christmas 2013 TV activity
John Lewis: Christmas 2013 TV activity

Proximity won the account after a four-way pitch, handled by the AAR, against VCCP Me, Balloon Dog and a consortium featuring the sister Omnicom agencies Rapp and Adam & Eve/DDB, which runs the John Lewis advertising account.

Incumbent Kitcatt Nohr Digitas decided not to repitch, and is thought to be focusing on the separate Waitrose CRM review.

Proximity will work across all direct marketing channels, supporting John Lewis’ marketing, database and email teams. It will work to grow the "my John Lewis" reward scheme which was soft launched in 2012.

The agency will also work on broader contact strategy, as well as launch marketing for John Lewis shop openings.

Chris Bates, the head of CRM and insight at John Lewis, said: "We have big ambitions for CRM, including growing my John Lewis, and are excited to invite Proximity to help us deliver our strategy."

Sharon Whale, the deputy chairman at Proximity, said: "John Lewis already enjoys a unique relationship with their customers and we feel privileged to have been chosen to partner with them to take this to the next level." 


Subscribe to Campaign from just £57 per quarter

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


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

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published