Delaney Fletcher Bozell is setting up an in-house relationship
marketing function and has hired James Pool, one of the founding
partners of the now-defunct Anthem, as its relationship director.
Pool will initially work on Save & Prosper, a Delaney Fletcher client
which was also Anthem’s second-largest client after Volvo.
Pool’s arrival gives the agency in-house integrated credentials, which
can be marketed separately from its existing below-the-line partner,
Mark Lund, the chief executive of Delaney Fletcher, said: ’To set up a
second-string agency would be retrograde - you can’t just do it on the
back of one client. James will be a customer relationships evangelist to
all our clients.’
Delaney Fletcher is considering which of its existing clients could also
have their below-the-line needs serviced in-house. Marketing Drive would
be unable to handle Save & Prosper, as it holds Abbey National’s loans
and mortgages business.
Anthem was set up in early 1998, ostensibly to handle the Volvo
Its parent agencies, Barraclough Hall Woolston Gray and Abbott Mead
Vickers BBDO, planned to put it in the top five direct marketing
agencies within five years. However, the plug was pulled earlier this
year when it failed to live up to its initial promise.