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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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).