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LNER Appoints Merkle and M&C Saatchi for Marketing Services

October 9, 2019
London, UK

London North Eastern Railway (LNER) has confirmed the appointment of Merkle and M&C Saatchi PLC to provide creative, digital and data-led marketing services over the next three years.

M&C Saatchi was chosen due to its commitment to delivering best in class, inspirational and transformational marketing services across a range of channels. They will lead on LNER’s strategic and creative marketing campaigns.

Merkle has an existing relationship with LNER, currently managing the customer database, and has previously also helped LNER to develop data-led customer engagement. LNER has chosen Merkle to also run digital marcomms and direct customer experience marketing, building and executing customer-centric marketing strategies.

Suzanne Donnelly, Commercial Director at LNER, said: “LNER is one of the newest brands in the industry and we have ambitious plans to transform rail travel, breaking out of the pack to deliver a fantastic customer experience right across our business. We’ve made a strong start with the launch of the LNER brand and the introduction of our new Azuma trains which are helping us enhance our service and the customer experience.

“To continue this journey, it’s important for us to be innovative, relevant and inspirational in our marketing, which is why we are excited to bring on-board both M&C Saatchi and Merkle. They both impressed us with their strategic, customer and data-led approach, and will help us cement LNER as one of the leading brands in transport.”

Tom Firth, M&C Saatchi Managing Director, said: “LNER is a dream client. It is an ambitious company looking to make the brand and marketing as sophisticated as their new fleet of stunning Azuma trains. We’re thrilled to be working on one of the most beautiful train routes in the UK, and one with which many of us have strong personal connections.”

Mark Jones, Vice President Client Services, Merkle EMEA, commented: “It is an incredibly exciting time to be working with LNER on its mission of adopting a data-driven approach across every aspect of the business. The team’s ambition to create hyper-personalised, omni-channel customer experiences, underpinned completely by customer insight and real-time decisioning, certainly plays to Merkle’s strengths and dovetails perfectly with our People-Based Marketing ethos.

“By being at the data heart of LNER’s move away from channel to customer-led creative strategy and marketing, we are confident we can help the business drive increased digital interactions, find new head-room and ultimately deliver long-term growth for their business.”

The new agencies start work in October 2019.

About Merkle

Merkle is a leading data-driven customer experience management (CXM) company that specialises in the delivery of unique, personalised customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organisations have partnered with Merkle to maximise the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalised marketing strategies. Its combined strengths in performance media, customer experience, customer relationship management, loyalty, and enterprise marketing technology drive improved marketing results and competitive advantage. With 13,000+ employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. Merkle is a dentsu company. For more information, contact Merkle at 1-877-9-Merkle or visit www.merkle.com.

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