BFI hunts for CRM agency

The British Film Institute (BFI) is looking to consolidate its customer relationship management (CRM) as part of a review of its marketing strategy.

The national film organisation, which promotes British film and television, is looking for a CRM agency to consolidate up to 30 in-house and external customer and prospect databases to provide a “single customer view”.

Current data sources include ticketing, online product sales and BFI membership.

Gail Cohen, marketing director of the BFI, says the Institute is looking to develop audiences via more effective targeting. 

She adds the organisation is also looking to develop its digital strategy by “digitising” content wherever possible.

The news follows the March announcement that the BFI had agreed a partnership with the BBC to develop plans for increasing public access to their respective audio, film and TV archives.

The two are to explore new ways of making archive content and material available across a range of distribution platforms.

The BFI claims it has the “largest” moving image archive in the world and includes more than 275,000 films and 210,000 TV shows.

In addition to the national archive, the Institute also runs the BFI Southbank, which recently ran a season of Penélope Cruz films and BFI IMAX cinemas in London as well as publishing books and releasing DVDs.

It is also co-sponsor of The Times BFI London Film Festival and publishes monthly film magazine Sight & Sound.

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