The owner of The Daily Telegraph and The Sunday Telegraph approached Proximity after seeing its work for The Economist, which won a bronze Lion at Cannes this year. TMG appointed the agency without a pitch.
This is the first time that the group has appointed a retained CRM agency. The newspaper owner previously used different agencies on projects.
Proximity’s first work for the brand will launch later this month, coinciding with the Telegraph’s 500 Must Have Apps microsite.
Adam & Eve/DDB remains TMG’s main ad agency after winning its then £8 million account in 2008.