PROXIMITY LONDON

Customer engagement agency, owned by Omnicom

Star player

Proximity had another strong year in 2016, with a new management team, significant new clients and a new agency record – hitting its new-business target by September and securing 56% of it through organic growth.

Proxi mity claims pitches were down 15% across the industry in 2016 (AAR figures suggest direct/crm appointments were flat) but it ended the year with its 100% win rate still intact, securing Virgin Holidays and online flight service Cobalt, and becoming the first external CRM agency for Specsavers. Unfortunately, Proximity no longer has that unblemished record as it has since lost out on the BT and EE business, though the agency should be proud of making it to the last two contenders.

Proximity’s biggest loss was Shell, for which it could not repitch because of a network conflict. It also said goodbye to Dubai Tourism.

The agency made a few personnel changes. The most significant was promoting Gabrielle Ludzker to chief executive, with Mike Dodds moving to European managing director. It also appointed Andrew Waddell chief operating officer and Sarah Blackman as chief information officer.

Proximity’s work for won golds at Cannes Lions and the IPA Effectiveness Awards.

The agency launched brave work for RNLI, which tackled criticism of charity fundraising methods by asking all existing supporters for permission to contact them. By the year’s end, the number choosing to opt in was 166% above the original target. Another highlight, for Martini, was using a “DJ bot” on Facebook Messenger to create bespoke summer playlists.

With such an impressive performance, Proximity came a very close second in Customer Engagement Agency of the Year contest. Let’s hope it keeps up the good work in 2017.