One2One to pick agency for 8m direct marketing work

Mercury One2One is poised to choose an agency for its 8m direct marketing account.

The result of the pitch – between Craik Jones, Bates Communications, WWAV Rapp Collins and one other agency – is expected next week.

Craik Jones is the incumbent agency below the line for Mercury, which has been merged into Cable & Wireless Communications. Its parent company, Cable & Wireless, owns 50 per cent of One2One.

The brief is to improve customer acquisition and retention, by launching a loyalty scheme. Orange – which also has its direct marketing account up for pitch – Vodafone and Cellnet all have loyalty schemes in place.

Ogilvy & Mather Direct picked up the Cellnet direct marketing business earlier this month (MW April 17).

One2One has recently introduced a set of new tariffs, which it claims are 20 per cent lower than its nearest rival.

The network, the smallest of the four, is expanding to South Wales, Scotland, Tyneside and East Anglia. It upped its coverage to 80 per cent from 40 per cent of the UK last year, with the aim of 85 per cent coverage by the end of this year.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here