Danone Early Life Nutrition Appoints MullenLowe Open as CRM Agency Partner

Danone Early Life Nutrition 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.

“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, said Emmanuelle Grimbert, Danone ELN marketing director. “We have been re-assessing our roster of digital agencies in the past few months to ensure we keep working with the best possible partners. MullenLowe Open offer a great blend of data mastery and brand creativity to deliver our ambition."

MullenLowe Open’s global CEO, Anthony Hopper says he is thrilled to be working with the thriving Early Life Nutrition business. “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. It’s been a great process and we’re really looking forward to working with Danone on this exciting new journey.”

Over the past year MullenLowe Open has seen strong growth behind its CX proposition, winning accounts such as Sennheiser, Google Chrome Enterprise & Google Hardware, Hyatt and Western Union. They continue to be recognised for their strong creative and data-driven solutions, including the long-term development of the 'Etihad Guest' loyalty program.