DirecTV has awarded its customer relationship management account to Rapp Collins Worldwide. Budget figures are still under discussion.
The CRM program is aimed at DirecTV's customer base of more than 10 million.
The new business, which will include e-mail, direct mail, Web advertising and DirecTV commercials, will be handled by Rapp Collins/Dallas and Los Angeles.
The CRM initiatives are geared to stop defection, do up-selling and cross-selling and inhibit customers from switching to other companies, said Mark Miller, president of Rapp Collins/Dallas.
"Beats coming in second," quipped Miller, about winning the account. "It's a growing category. And, it's entertainment, so you can do some interesting creative and Web work tie mediums together."
Contenders for the account reportedly included Deutsch/LA, which is the general ad agency of record; DraftWorldwide, New York; and TargetCom, Chicago.
In June, Rapp Collins/Dallas won DirecTV's acquisition business. DirecTV is based in El Segundo, CA.
