HTW scoops £5m Foster's CRM brief

Harrison Troughton Wunderman has strengthened its relationship with Scottish & Newcastle by capturing Foster's £5 million customer relationship marketing account.

HTW, which already works on the S&N brands San Miguel, Kronenbourg and Baltika, won the business in a pitch against Lida, Poulter Partners and Juice.

The agency will develop a multichannel relationship marketing programme involving direct, digital, ambient, in-bar and experiential activity.

The appointment marks a change in strategy for the brand. The programme will be the brewer's first foray into CRM. Foster's has previously relied heavily on TV advertising, handled by M&C Saatchi, but has recently ventured into experiential marketing.

The CRM programme is expected to use mobile communications to reach drinkers who do not have regular access to computers.

Steve Harrison, HTW's creative partner, said: "We do cinema and TV for San Miguel, sales promotion for Kronenbourg, strategy for Baltika and now CRM for Foster's. For S&N, we are the definitive full-service agency."