The Marketing Store wins Dyson DM account

Dyson has appointed The Marketing Store to handle its UK direct marketing account.

The Marketing Store triumphed in a final shoot-out against Tullo Marshall Warren to secure the business. The incumbent, Stephens Francis Whitson, was eliminated earlier in the process.

Dyson previously used SFW on a project basis for its customer relationship marketing, through the agency's relationship with VCCP, which holds Dyson's £4 million advertising account.

The review was overseen by the Dyson group marketing director, Claire Mullin.

TMS has a relationship with Dyson through its US office, which has worked with the company's US advertising agency, Bartle Bogle Hegarty.

Dyson first ventured into customer relationship marketing last year with a programme created by SFW. The campaign began with a welcome pack explaining how an idea captured in a quick pencil sketch can develop into a new Dyson model. A pencil and pad were included in the pack to encourage recipients to send Dyson their suggestions for improvements.

Catherine Gale, the European chief executive of TMS, said: "The CRM programme will help contact and retain the existing population of passionate Dyson owners, as well as introducing Dyson to a new set of potential fans."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).