Highland Distillers, the Scottish maker of Famous Grouse whisky, is
to begin a £500,000 below-the-line CRM project.
Combining traditional direct mail with email and web-based
communication, it launches after a repitch for the Famous Grouse account
was won last month by Navigator.
"Our messages can now be more complex," said Jason Craig, direct
marketing director at Highland Distillers. "The multi-channel approach
means we can talk to customers depending on how they contact us."
Email subscribers will be sent information on offers in advance.
The account was won from incumbent Proximity London and challenger WWAV
Leeds.
_1.jpg)
.jpg)
