Direct News: Adnams activity to focus on CRM
Adnams, the Suffolk brewer, has hired integrated agency Liquorice to handle its on-trade marketing and develop a customer relationship management programme.
The agency has been briefed to develop targeted activity supporting Adnams' 'Beer from the coast' ad campaign to drive sales in pubs. The agency has also been briefed to build its consumer database so the brewer can establish regular communication with customers.
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Most of the activity is planned for the spring and summer and will include sales promotions and online campaigns targeting Adnams' customer database.
Liquorice, which won the business after a pitch against eight undisclosed agencies, was appointed by Adnams marketing director Steve Curzon.
Campbell Doyle Dye is responsible for Adnams' advertising.
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