DDB is launching a new CRM brand into the Australian market, Track, to replace its existing RAPP business, as part of a global realignment.
DDB has worked with RAPP, part of holding group Omnicom’s Diversified Agency Services (DAS) arm for the past 15 years. However, with CRM and data playing an increasingly integrated role in agencies, the DDB group has launched its own CRM brand, Track, as a wholly-owned subsidiary of the DDB Group Worldwide.
Leading the new Track businesses in Auckland and Melbourne are current RAPP MDs Rob Limb and Tess Doughty.
The agency has appointed former Lida MD Christine Gardener to run the new Sydney arm of Track. In addition, all existing RAPP staff will be moved to Track.
DDB Group Australia and New Zealand Chairman, Marty O’Halloran says the focus on integration of CRM capabilities across the spectrum has made the timing right for DDB to invest in its own CRM network.
“We have enjoyed a highly successful relationship with RAPP for many years but we are at a scale and time in the business’ life cycle that we need the freedom to invest further in CRM capabilities and control our capabilities more in local markets,” O’Halloran says.
“We have significant plans to re-launch and grow the business across Australia and New Zealand as well as integrate these capabilities into the broader strategic framework of Group clients.”
Yesterday, DDB announced that Ben Welsh had left M&C Saatchi to take up the role of its CCO, following the departure of Toby Talbot.
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