The appointment sees DLKW Dialogue, digital and direct sister agency of Delany Lund Knox Warren & Partners, take over email marketing from Alcone.
Alcone picked up email and promotional work to the value of around 拢750,000 this year, and will be retained on an ad hoc basis.
Teletext marketing director Marc Bell said: "Our website has grown phenomenally in the last year, customer segmented email marketing will increasingly play an important role in supporting this growth."
The appointment of DLKW Dialogue sees sister above-the-line agency Delaney Lund Knox Warren & Partners strengthen its grip on the Teletext business, which it has worked on since 2000.
"DLKW has handled our creative business for three years and delivered excellent results. Its sister agency Dialogue has strong credentials and will utilise the creative team's knowledge to deliver fully integrated campaigns," Bell said.
A large chunk of the DLKW Dialogue's work will include electonic CRM, which follows the agency's move earlier this year to strengthen its direct marketing effort with the appointment of Steve Barton, formerly of Leonardo, as chief executive.
Tessa Critchlow, Teletext CRM and direct marketing manager, said: "As a result of consumer segmentation work carried out by Strategic Analytics our digital marketing is becoming much more sophisticated and closely targeted. We felt that DLKW Dialogue could provide us with a more integrated approach."
The bulk of the 拢6m account will be focused on Teletext Holidays.
The holiday arm, which was spun off a separate brand in March 2001, is available in more than 80% of UK households through analogue TV on Channel Four, Five and ITV1, via the internet, and on Sky, NTL, Telewest and Freeview.
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