Spar appoints two digital agencies
LONDON - Spar, the convenience store chain, has hired two agencies within the Digital Marketing Group (DMG), GraphicoDMG and InboxDMG, to overhaul its digital strategy.
The agencies were appointed to the joint account after a four-way pitch that included the incumbent agency, Tibus. The pair will now work on the expansion of Spar's digital marketing plans.
GraphicoDMG's remit will include web design and build; InboxDMG will supply digital communications, including virals and e-CRM.
The agencies have also been tasked with developing an online strategy for both customer and internal communications, as well as drawing up a timetable for the roll-out of specific digital projects.
Spar, which employs 50,000 people, said it plans to use its staff, and customers, in future marketing activity.
Earlier this year Spar purchased 11 former Somerfield stores, which became available after the Co-operative Group's acquisition of the latter last year. Spar plans to convert
the stores into its Eurospar format, which is bigger than that used for its traditional convenience stores in the UK.
The intention is that families will choose to do their main weekly shop at the bigger
Spar stores.
SPAR
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