Three hunts for CRM agency

Process is being handled by AAR.

Three: current campaign includes partnerships with brands including Tinder
Three: current campaign includes partnerships with brands including Tinder

Three has issued a brief for a CRM agency. The mobile network does not currently work with an agency on CRM, but worked with TBCH on direct marketing from 2006 to 2014.

Three has brought in AAR to handle the process.

The winning agency will work alongside Wieden & Kennedy London, which has held Three’s advertising business since 2011, and Gravity Road, which has handled social media since 2015.

W&K created last year’s "Phones are good" campaign, the main spot of which was named the fourth best film ad of 2018 by Campaign.

Last week, Three partnered LadBible, its in-house creative agency Joyride and media agency Mindshare to launch Relaxing Stuff, a brand-supported channel across Facebook and Instagram, as well as a dedicated site.

Three hired Shadi Halliwell in 2017 as chief marketing officer. She was joined last year by Katrina Ward-Smith as director of brand and marketing communications. Both women previously spent significant parts of their careers at rival Telefónica, owner of O2.

This article previously stated that Three had not worked with a CRM agency before.

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