Cellnet DM shop to boost loyalty

Cellnet has appointed its first dedicated UK direct marketing specialist to help it boost customer loyalty.

Cellnet has appointed its first dedicated UK direct marketing

specialist to help it boost customer loyalty.

Tullo Marshall Warren (TMW) will handle the account, which is believed

to be worth pounds 5m-pounds 7m, following a secret split in April with

OgilvyOne, which worked on an ad hoc basis. TMW pitched against

Barraclough Hall Woolston Gray and Carlson.

The win has prompted the agency to terminate its five-year relationship

with Cable & Wireless Communications, for which it handled the pounds 1m

customer retention account.

Cellnet plans to expand its direct marketing activity to maintain its

expanding customer base, which currently stands at 3.38 million users,

placing it second behind Vodafone.

The operator predicts that by next March 25% of the population will have

a mobile phone, and by 2003 half of the UK population will own one.

Despite these figures, Cellnet is concerned by the high level of churn

in the industry - customers deserting to join other networks - and hopes

to combat it with a new DM programme.

This will involve more relationship and product marketing as well as

lifecycle marketing. This aims to track more closely how customer phone

usage changes to develop more relevant products and services.

The agency will work alongside US agency Devon Direct, which handles

direct marketing for its Cellnet First package, and Clarke Hooper, which

handles promotions.

CWC said that it may allocate the business to roster agencies Rapier,

Grey and Black Cat.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message