Maserati hands CRM brief to WDMP

Maserati, the luxury car marque that is part of the Fiat Group, has appointed WDMP to handle its global CRM account.

Maserati: aims to increase customer engagement
Maserati: aims to increase customer engagement

The agency won the business after a four-way pitch that began in September last year and was handled directly by Maserati.

WDMP will now be responsible for developing and implementing a global CRM strategy aimed at delivering a personal customer experience across all marketing activity. The agency will also work across a range of direct marketing channels.

Maserati does not currently retain a UK agency for its CRM business. Maxus will continue to handle its UK media account.

Last year, Maserati funded a mobile marketing drive to broaden its audience.

Gavin Wheeler, the chief executive of WDMP, said: "WDMP has been tasked to deliver a CRM strategy that will drive customer engagement that creates real and measurable customer value for Maserati."

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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).