Danone Early Life Nutrition, market leaders in the baby feeding sector, today announced it has selected MullenLowe Open, the global CX activation network within MullenLowe Group, to co-create and deliver an exciting future for their baby club programmes. The appointment comes after a four-way competitive pitch process and is effective immediately. The agency’s initial focus will be on the Cow & Gate Baby Club, before turning their attention to Aptamil’s AptaClub later in the year.
Danone wants to establish a long-term strategic partner to take their successful CRM programmes to the next level. With their compelling vision for customer experience and deep understanding of brands, MullenLowe Open will bring exciting new energy to these programmes.
Emmanuelle Grimbert, marketing director for Danone Early Life Nutrition, said: “To ensure we remain at the forefront of customer engagement, we are using data, insights and creativity to enable more personalised and relevant communications with parents. MullenLowe Open offer a great blend of data mastery and brand creativity to deliver our ambition.”
MullenLowe Open global chief executive Anthony Hopper added: “Danone’s decision to invest in new technology platforms at this point in time provides them with a great opportunity to deliver more dynamic, personalised and multichannel communication. Working together, we can create truly distinctive and remarkable customer experiences that speak to parents on a much more personal level.”