EXCLUSIVE: South Australian roadside services and insurance brand Royal Automobile Association (RAA) has appointed Lavender as its first direct marketing agency. Lavender will develop its ‘More for Members’ program.
Lavender won the account after a tender process which also involved creative and media. RAA has retained South Australian agency KWP! as its lead creative agency, while the tender for a media partner continues.
RAA general manager sales & marketing Tom Griffiths told AdNews the organisation had decided to work with a direct agency because the discipline was becoming more of a focus in the business.
Griffiths said RAA’s ‘More for Members’ loyalty program will undergo significant development over the next three years, with the brand looking to implement a range of new projects.
“We are investing heavily in our systems and customer data over the next 18 months and were looking for a direct partner that could go on a journey with us,” Griffiths said.
“RAA has a broad range of direct marketing activity. We will be looking to evolve all our current direct marketing activity with Lavender and will also need to implement some more revolutionary projects over the next three years that will be a significant departure from our current direct strategy.”
Lavender business director Louise Rathbone said: “We are pleased to be appointed by the RAA and we are looking forward to working on a truly iconic South Australian brand. Through the pitch process it became clear that the RAA were looking for a real partner to help them reinvigorate their one-to-one member marketing communications.”
This article first appeared in the 10 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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