Telstra has continued to consolidate its relationship with DDB, appointing the agency group to its customer relationship management (CRM) account.
The CRM account was the last vestige of the Telstra business Ogilvy could still have laid claims to. The telco severed ties with Ogilvy over two months ago but the agency was still in the fight for the CRM account.
In September, AdNews reported Telstra's newly-appointed director of CRM, digital and social media, Nick Adams, was preparing for the CRM tender.
DDB became Telstra's lead agency a year ago after a pitch for its brand work. The agency launched the Telstra rebrand in September. Droga5 and The Monkeys remain on the Telstra roster while BWM was struck off in addition to Ogilvy.
Telstra chief marketing officer Mark Buckman said: "Great customer service means putting the customer at the centre of everything Telstra does. Customers are our most valuable asset, and we’re looking forward to working in partnership with DDB to implement a CRM strategy that reflects international best practice.”
DDB Group chief executive and chairman Marty O'Halloran said: “As Telstra’s lead agency for brand and advertising, CRM is an exciting addition to our remit and we’re delighted to have been chosen to undertake this critical program of work.”
DDB Sydney group managing director Chris Brown said the new CRM program would integrate with DDB’s existing responsibilities on the telco brand.
“We are acutely aware of Telstra’s commitment to put its customers at the centre of everything they do so this is a very significant win for us," Brown said.
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