Marks & Spencer appoints digital customer engagement agency, Underwired


Marks & Spencer has appointed specialist digital customer engagement agency, Underwired, to work with its electronic customer relationship marketing team.

According to Underwired, the work will cover strategic briefs as well as creative optimisation.

Underwired specialises in creating insight-led marketing strategies for a range of consumer brands including BUPA, Mitchells & Butlers and McCain Foods. It harnesses email, mobile, personalised websites and social media to increase brand engagement, consideration and sales revenue.

Underwired said it uses a Quick Win Audit process to recommend clear and practical steps for brands to significantly improve the impact of their CRM campaigns. 

The Audit identifies the highest priority quick wins, builds business cases to demonstrate how much revenue they will generate, and sets out simple steps to deliver them, it said.

According to the company,  this process has led to increases in brand consideration, purchase frequency and incremental revenue – headline results include a 3.4% increase in profitability from online sales for Laithwaites Wine and a 3.1% increase in purchase frequency within McCain Foods database base.

Velarde: privilege to be working alongside M&S on digital marketing

Velarde: privilege to be working alongside M&S on digital marketing

Underwired’s managing director, Felix Velarde, said: “Marks & Spencer is arguably Britain’s best loved retail brand, and it is a great privilege to be working alongside their team creating headroom and adding bottom-line value.”

Underwired was founded in 1996 by Velarde and Jason Holland, creative director, and claims to be the first pureplay digital CRM specialist in the UK. 

The senior team includes former HMV, Waterstones and Lexus head of CRM Matt Button, former Three head of customer insight, Tim Williams, and former Links of London managing director, Gareth Morris.