Telstra has added Lavender and CHE Proximity to its roster to take on CRM duties as the brand gears up to increase spend on its one-to-one marketing to 40%.
Lavender and CHE Proximity joins DDB Group's Rapp on the CRM roster. Lavender has taken on consumer marketing while CHE Proximity will handle small businesses. Telstra's director of CRM and digital, Nick Adams, had previously worked with Lavender when he was at Westpac.
It's not clear what portion remains with Rapp, which was originally appointed to the CRM account two years ago.
Telstra's CRM roster was expanded due the telco's growing demand in the area. Adams told AdNews in September the company has ambitions to dedicate 40% of its marketing budget to CRM strategies.
He said at the time the budget currently stands at 20%, a significant growth from the 3% it was spending two-and-a-half years ago.
In the past year, Telstra has rolled out its 'Thanks' program, which rewards existing customers with discount tickets to entertainment such as movies and sporting events. The company said more than 800,000 redemptions have been made.
DDB is the telco's creative agency while OMD handles media.
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