Department for International Trade picks TMW for CRM

Agency will handle CRM and extend DIT's 'Great' campaign.

Department for International Trade: tied up with the AA and IPA
Department for International Trade: tied up with the AA and IPA

TMW Unlimited has been appointed by the Department for International Trade to handle its CRM account, including a content marketing programme.

The agency won the business after a pitch that kicked off in February.

TMW will be responsible for implementing a new CRM system that will provide personalised, content-driven communications aimed at DIT's UK and overseas audiences. The agency will also work on the DIT's existing "Great" campaigns, which span "Exporting is great" and "Investing in Great Britain".

The DIT's remit is to encourage UK businesses to export to the rest of the world. It is currently attempting to create a new trade policy framework for the UK as the government continues Brexit negotiations.

Internationally, the DIT is responsible for boosting demand for UK goods and services, as well as attracting investors to the country.

Alex Burley, TMW's chief operating officer, said: "The work that the Department for International Trade does with businesses is hugely important to the UK economy. We’re thrilled to have the opportunity to help promote further growth through helping to shape a new model of communication – one that is arguably unique amongst trade promotions agencies worldwide."

Ayyaz Mir, programme lead at the DIT, added: "This appointment represents a hugely positive step change that will allow us to even better meet the demands of our businesses' audiences."

The UK ad industry recently reported an 18% jump in exports to £6.9bn, despite of ongoing Brexit uncertainty, while in February the Advertising Association teamed up with the DIT for an "Export Month" campaign championing the UK creative industry.

Earlier this month, Campaign revealed that TMW chief executive Chris Pearce is leaving to join MRM McCann London in the same role.

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