LONDON (Brand Republic) – FT.com, the Financial Times website, has appointed direct marketing agency BHWG Proximity to handle its online and offline marketing strategy to build traffic to the site and develop customer communications.
The agency won the account after its sister agency, Direct Partners was appointed to handle the US business.
The companies will work together to develop a one-to-one communications platform for FT.com, integrating electronic customer relationship marketing, traffic building and data initiatives.
BHWG Proximity will also work with sister agency Traffic Interactive in London, which will help it deliver an integrated online/offline strategy and encourage users to explore the site.
FT.com currently attracts 1.2m unique monthly users which generate more than 33m page views each month.
BHWG Proximity is the UK direct marketing arm of BBDO’s Proximity Worldwide network of marketing companies that was established last year. Proximity Worldwide is head quartered at BHWG’s offices in London.