Direct: Charles Tyrwhitt assigns CRM job

Shirt maker Charles Tyrwhitt has hired more2 to develop its CRM and data strategy.

The agency has been briefed to handle both acquisition and retention campaigns for the brand. More2 will be asked to provide insight into the behaviour of existing clients to encourage more repeat purchases with the findings also used to help reduce the cost of recruiting customers.

Charles Tyrwhitt hired Kitcatt Nohr Alexander Shaw to handle its direct business last year, following the appointment of marketing director Alison Lancaster, who joined the company from John Lewis in August 2006. The brand had previously managed its direct work in-house.

Charles Tyrwhitt, which was founded 21 years ago, has annual sales of more than £50m and retail outlets in Paris and New York. In the UK it operates six stores.

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