The holy grail for any agency is what we used to call ‘full service.’ From their point of view media, alas, has moved out (although that doesn’t stop some of them trying to bring the planning and other clever bits back inside). But customer marketing/experience, call it what you will, seems to what many clients want advice with these these and, in many cases, this is what (more history) we used to call direct marketing agencies do.
One such is Partners Andrews Aldridge, part of Engine Group, and the agency has just been appointed to handle ‘customer strategy’ for B&Q, a client of sister creative agency WCRS. So full service in other words, or a fuller service anyway. This is the first time B&Q has appointed a customer agency.
Partners will now be responsible for helping B&Q, the UK’s biggest D-I-Y retailer, “transform the brand’s end-to-end customer experience.” Among other things this will mean making more of the client’s B&Q Club loyalty programme, which offers customers a range of rewards, benefits and help and advice tailored to product purchases.
Partners managing partner Mark Davison says: “We’re thrilled to be working with such a vibrant and prestigious brand, providing support to tackle some new and exciting customer challenges.”