In a global re-alignment of its CRM business, DDB Group has announced the name change of its CRM business to TRACK, which will replace the RAPP brand in Australia and New Zealand.
DDB Worldwide has enjoyed a highly successful relationship with DAS owned RAPP (part of Omnicom Worldwide) for over 15 years prior to launching its own global CRM network in 2015. TRACK is a wholly owned subsidiary of DDB Group Worldwide and the move comes as a result of the increasing and integrated role CRM, data and analytics are playing within the broader DDB Group globally.
Says Marty O’Halloran (pictured), chairman, DDB Group Australia and New Zealand: “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.
“RAPP Germany announced the move to TRACK last year and has since been joined by offices in North America, Europe and Asia. We are delighted to now be launching the brand across Australia and New Zealand.
“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.”
Incumbent RAPP managing directors in Auckland and Melbourne, Rob Limb and Tess Doughty respectively, will remain in the top chair and all existing RAPP staff will transfer to TRACK.
DDB Group Australia CEO, Andrew Little, said he is delighted to announce the recent appointment of Christine Gardner to the position of TRACK Sydney managing director.
Says Little: “Christine joins us from M&C Saatchi’s CRM business, Lida. Christine is an outstanding business leader, has a clear vision for the business and will prove a strong member of the existing team as they spearhead the regional agenda together.”
Says Chuck Brymer, CEO, DDB Worldwide on the launch of TRACK: “The innovative and unique range of services the agency offers deserves its own individual brand, which can also expand in the future.
“In a digitalized world, the perception of brands is always stronger following individual consumer interaction with the brands themselves. Our combined expertise in brand management and customer experience management – along with our digital touchpoint know-how – makes us an attractive partner and one-stop shop when a company wants to transform into a genuinely customer-centric business.”
Published on Campaign Brief