Proximity secures Anmum regional CRM business

Singapore - Proximity Singapore has picked up Fonterra's regional CRM account for the Anmum brand - at press time the agency was unable to disclose which key markets the business will cover.

"Our move into establishing CRM for the brand is a key business focus and it was therefore important for us to have a strong CRM partner. Someone who could provide us with the strategic input and planning necessary for success. We chose Proximity based on the knowledge and depth of experience they demonstrated in this area," Corine Ooi, global brand director for Anmum said.

Proximity MD for Singapore, Rod Strother said that the challenge for the agency would be to follow the work BBDO had done on the brand side but take it down to a more personal level with Anmum stakeholders.

"We won't just be focusing on developing a strong suite of communications, although that is important, we are also working with the Anmum team across the three key areas of people, process and technology. As part of the overall integration we'll also work with Anmum's other partner, Direct Avenue, who are the CRM system provider for the brand," he said.