Havas CX Helia Retains Great Western Railway's CRM Account

Havas CX helia, the customer engagement agency at the heart of the Havas CX network, has retained Great Western Railway’s (GWR) CRM account after a competitive, six-way pitch – the culmination of a review that was first called in 2019.

As well as retaining all CRM responsibilities, the agency has increased its remit with the addition of GWR’s regional creative work

The procurement-led statutory review, which was run through the Official Journal of the European Union, had initially kicked off in November 2019 before being put on hold during the pandemic. Final pitch presentations were held in May 2021.

Havas CX helia will work closely with adam&eve/DDB, which handles GWR’s above-the-line advertising account, and the7stars, which was appointed as the FirstGroup brand’s media planning and buying partner in 2019.

Richard Pennant Jones, head of sales & marketing at GWR, says: “I’d like to thank every agency that took part in this comprehensive, highly competitive process. The bar was set exceptionally high, and we saw smart, innovative, customer-centric thinking across the board. The hunger to retain the account demonstrated by Havas CX helia, coupled with the strength of the agency’s ideas and its passion for our brand, really shone through, and I’m delighted to continue this successful, long-term relationship with such a trusted partner.”

David MacMillan, co-president and MD, Cirencester, of Havas CX helia, adds: “Successfully defending an account against such strong competition is always a thrill, but to grow a relationship we’ve held for 12 years – after a thoroughly rigorous process – is a real show of faith. Our partnership has remained strong through recent difficult times, and we now look forward to growing this wonderful, important brand as things begin to get ‘back on track’.”

GWR operates trains across the Great Western franchise area, which includes South Wales, the West Country, the Cotswolds, across southern England and into London. GWR provides high speed, commuter, regional and branch line train services, and before the Covid-19 pandemic helped over 100 million passengers reach their destinations every year.