F.Y.I.

DDB Drives into CRM with Track coming to Australia to replace Rapp

DDB is killing off the Rapp CRM agency brand in a global realignment of the business under the DDB’s other CRM offer, Track.

The move ends a long standing relationship with Rapp through Ominicom’s Diversified Agency Services.

DDB launched Track in 2015 with plans to take full control of its CRM operations and the Rapp brand has been steadily folded into Track offices as they have been established around the world.

DDB Group Australia and New Zealand chairman Marty O’Halloran said DDB needed to take full control of its CRM.

“The timing is right for us to invest in our own CRM network as there is an increased focus on the integration of CRM capabilities across clients and platforms,” O’Halloran said.

“We have enjoyed a highly successful relationship with RAPP for many years but we are at a scale and time in the business’ life cycle that we need the freedom to invest further in CRM capabilities and control our capabilities more in local markets. We have significant plans to re-launch and grow the business across Australia and New Zealand as well as integrate these capabilities into the broader strategic framework of group clients.”

All Rapp staff be rolled into Track, which will be led by former M&C Saatchi business leader Christine Gardner who becomes managing director of the newly rebranded agency.

Source: DDB press release

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