MELBOURNE: Garnier, the L'Oreal owned haircare brand, has appointed digital marketing agency Citrus to handle its digital account following a competitive pitch.
Garnier Australia approached Citrus, along with another four undisclosed agencies, to pitch for the account, which includes managing Garnier Australia's website and launching a new customer relationship programs.
Citrus be tasked with developing a revamped online brand site and the CRM program due to launch in late 2010.
"Through their consumer insights, Citrus showed a vision for what is possible and how to engage and build deeper relationships with our audience via the digital channel," Garnier Australia marketing manager Collette Masting said.
Citrus chief executive Peter Noble said the agency would work with Garnier to "leverage the digital channel to drive deeper customer relationships and support the brand’s overall marketing efforts." "Brands are increasingly turning to digital to build customer engagement and achieve measurable results."
Noble refused to place a dollar value on the account, but said it was a "fairly significant piece of work for the brand, so the spend will reflect that".
There was no incumbent on the account.
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