Havas drives away with VW’s CRM business after epic pitch

Campaign 07 Apr 2021 02:24

Havas CX London has been appointed by Volkswagen as its retained CRM partner after triumphing during a competitive and protracted pitch process involving the incumbent Rapp.

The agency has been awarded the work for the multiple brands that sit within Volkswagen Group and Volkswagen Financial Services: VW, Audi, Seat, Skoda, Cupra, VW Commercial Vehicles and Volkswagen Financial Services.

Havas CX will be responsible for devising CRM strategies for all seven brands, each of which is at a different stage in establishing, maturing and delivering its CRM programme. The agency will be collaborating with VW's roster of partner agencies in aligning CRM to broader comms.

While Havas CX London (a UK office of Havas CX global network) won the business, the account will be led by London-based agency Havas CX Helia, with talent pulled in from across the network where needed.

The incumbent on the CRM account is Rapp (formerly Proximity), which will help transition the account during May and June. Havas CX's initial three-year contract starts in July 2021.

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