D&A seeks agency to handle CRM brief

Dollond & Aitchison, the high-street optician, is looking for a direct marketing agency to handle its customer relationship marketing.

The company's DM account is currently held by Target Marketing. However, D&A is said to be reassessing its approach to DM to become more CRM-focused.

Tim Bean, the company's head of CRM, is in the process of drawing up a shortlist.

D&A's £4 million advertising account is handled by Delaney Lund Knox Warren & Partners, which won the business last year without a pitch. Its DM subsidiary, DLKW Dialogue, handles its local and in-branch marketing.

The optician, owned by the Italian eyewear company De Rigo since a buyout in 1998, was without an agency for almost a year after it split from DFGW in 2004. Its most famous advertising was created by Lowe in the late 90s and starred Burt Reynolds.

D&A is the longest-established high-street optometric chain in the UK and has 400 outlets.

It recently resigned from a tie-up with Tesco Clubcard in favour of a deal with the Nectar loyalty scheme.