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We believe that organisations that want their customer communications to thrive should demand beautifully-crafted, compelling campaigns that play to the strengths of CRM technology.

THE CRM Agency’s unique combination of skills in CRM strategy, data-led customer analytics, award-winning creative design, change management and seamless technical delivery, make us the eCRM agency ideally placed to help you thrive. We advise on the right things to do and how to leverage CRM tools and techniques to deliver effective, compelling, objective-busting customer communications. We then get the job done!

Our founders, John Thew and Jason Holland are delighted to welcome you to THE CRM Agency.

John Thew

John Thew, our Managing Director, is a multi-award winning planner, marketing strategist and Fellow of The Institute of Digital & Direct Marketing (FIDM). He has spent the last 25+ years planning and delivering digital solutions for companies as diverse as Adobe, easyJet, Ford, Heineken, Procter & Gamble, Swatch Group, T-Mobile, Travelodge and Virgin Active.

Jason Holland

Jason Holland, our Creative Director, founded two of the iconic digital marketing agencies, Head New Media & Underwired and has won just about every digital award going - BIMA, Cannes, D&AD, EPICA, RAR, The Drum. Jason is also credited by Forbes Magazine for creating one of "The 10 Websites that Changed the World".

John and Jason both play an active part in planning and delivering client work to ensure that - for every client - THE CRM Agency unites aesthetic and technical eCRM excellence to design effective, compelling campaigns that surpass client objectives.


They are ably-supported by a growing team of planners, designers, HTML coders, project & account managers and campaign analysts. We also work with THE-Specialists in complementary fields to ensure our clients always get the best marketing advice and delivery solutions.


For example, when our clients require Logo/Brand Identity Creation, Print Design and/or Photography, THE calls upon the significant expertise of Aorupa Holland, our Director of Branding. Aorupa has over 20 years of commercial experience, delivering successful design and marketing communications across a wide variety of industries. She specialises in creating communications that combine clarity, typographic and spacial sensitivity with memorability and the achievement of commercial objectives, and is also an accomplished photographer.

Organisations that thrive at eCRM demand compelling communications that play to the strengths of CRM technology. In order to thrive, an organisation needs the eCRM agency they work with to deliver the optimum blend of efficiency and effectiveness.


We call this the Science and Art of CRM.

THE Science of CRM

Efficiency is the science of doing things right. There’s a science to audience segmentation, to deploying active content in emails and to many other areas of CRM. Each bring incremental improvements to a campaign.


Together they add up to huge increases in ROI.



THE Art of CRM

Effectiveness is the art of doing the right things. There’s an art to creating the optimum campaign strategy, to designing compelling communications and to many other areas of CRM. Each bring incremental improvements to a campaign.


Together they add up to huge increases in ROI.



We would love to demonstrate how we can make your CRM thrive.


                   020 7993 2800

About us
Our services

Does your organisation thrive on embracing both the Science AND Art of CRM? We believe there are eight key areas to address, in order to thrive;


DATA QUALITY - from a simple prospect list to a complex Single Customer View (SCV) there’s a science to thriving through data and we have over twenty years’ experience making data rock!


CRM STRATEGY - determining the key objectives of each CRM campaign and the optimum way to achieve those objectives. THE CRM Agency helps clients determine what Thrive should mean for their organisation. Then we help them get there… and beyond.


CAMPAIGN MANAGEMENT - we can set you up to manage your own campaigns, do everything for you or create a combined team. Whichever route is right for you, THE CRM Agency delivers the combination of manual and automated activity required to design, develop and deliver successful CRM communications.


ANALYSIS & INSIGHT - we review and analyse the ongoing performance of CRM campaigns then report our findings in plain English, so our clients can achieve continuous improvement and the realisation of their core objectives.


CUSTOMER JOURNEY PLANNING - we design sequences of communications that transport a customer from where they are to the next (and subsequent) actions you wish them to take. We achieve this through proven workshop techniques, campaign stages and the optimum mix of the Science and Art of CRM.


SEGMENTED AUDIENCE - we deploy geodemographic, behavioural and attitudinal data together with personas, scenarios and customer journeys to determine the optimum segmentation model that will make your CRM thrive.


DELIVERY ASSURANCE - with thousands of campaigns completed and millions of customers reached and persuaded, THE CRM Agency team has the experience to design and deliver your campaigns efficiently and effectively.


ESP SELECTION - we have built strong relationships with the leading Email Service Providers (ESPs) and many other CRM software specialists making THE CRM Agency ideally placed to help you get the best out of your suppliers or help you find the right new suppliers. Together, we can make your CRM thrive.

Our founders, John Thew and Jason Holland, each have over twenty-five years experience planning and delivering successful, revenue-driving, customer communications for a wide range of market-leading clients. Many of those clients cite John and Jason’s breadth of CRM knowledge, get-things-done-right approach, and ability to align innovation and change control to business as usual (BAU) campaigns as the stand out combination that makes their CRM thrive.


Here’s what some of our clients say about THE CRM Agency’s work:

Adobe logo
"I selected THE CRM Agency because of their founders’ impressive digital loyalty experience and ability to translate that experience into compelling creative that my team can deploy.”
Andy Gray, Group Head of Demand & Retention, Adobe
"THE CRM Agency has done a fantastic job redesigning The National Lottery’s welcome emails. We needed a partner that would understand the multiple streams of different messaging our players require, and could build an HTML toolkit for us that would future-proof our programmes. Not only are THE highly-skilled at creating compelling digital assets, and realising them through great code, they’re also really nice people to work with. I thoroughly recommend THE."
Ian Mason, Head of Player Communications, Camelot
"I can’t say often enough how great our emails look and feel now. 
Absolutely brilliant!"

Gordon Dirker, VP, Business Development, NA

However, your business doesn’t need to be global to take advantage of THE CRM Agency’s customer communication expertise. We’d love to hear from you if you care about delighting your customers - not just doing business with them - and believe we can help you achieve your objectives.

Current / recent THE clients include:


THE CRM Agency team honed their skills through working with the A-Z of market-leaders:


Absolute Radio, Adobe, Allen & Overy, Apple, Argos, ASE Global, ASICS, Bauer Media, BBC, Beko, Bella Italia, Berkeley Group, Big Clever Learning, Blancpain SA, British Airways, British Telecom, BSkyB, Cable & Wireless, Camelot Group, Cardano, Carphone Warehouse, Celestyal Cruises, Cesium Group, Cisco, Citibank, Cogress, Compaq, Coors, Currys, Deutsche Bank, Diageo, Digital Theatre, Drum Cussac, easyJet, ESPN, Expedia, Fotolia, Freemans/Otto, Glashütte Original, Greatest Hits Radio, HackerOne, Hayes & Jarvis, Heineken, Hits Radio Network,, ICG, Intel, Intuit, Ford Motor Company, Jazz FM, Kerrang!, Kiss, Logitech, Longines Watches, Magic Radio, Marks & Spencer, MESOA, Microsoft, Montres Breguet SA, Montres Jaquet Droz SA, My Perfect Cosmetics Company, Pernod Ricard, Planet Rock, Polydor, Procter & Gamble, Rank Interactive, Raring2go!, Rayo, Reader’s Digest, Regus, Ricoh, Robert Dyas, Samsung, SEON, Sony, Sunsail, Swatch Group,, TallyMoney, Tally-Weijl, Tapi, Tesco, The Big Table Group, The Environment Agency, The Italian Job, The National Lottery, Thomson Reuters, Tile Giant, 3, Token2049, T-Mobile, Transport for London, Travelocity, Travelodge, Travelopia, Travis Perkins, Veloforte, Virgin Active, Wellbeing at Work Events, William Grant, Zadara, Zenith Windows.


Subscribe to our newsletter and we’ll give you THE-Insights into subjects core to customer communication success. Some articles are written by a member of THE CRM Agency's team. Others by expert friends of THE CRM Agency. All strive to be insightful and thought-provoking.

We also showcase some of our recent work, report on events we’ve attended/presented at, vent occasionally in “If we could change one thing!” about something we’d like to see improved and share cool stuff we think you’ll like too.


We seldom publish more than monthly – unless we have some great news or ideas to share – and you can unsubscribe whenever you like. Fancy that?


If you have a burning CRM issue and can't wait for us to cover it in a newsletter, give us a call on 020 7993 2800 and we’ll work it through with you over a coffee or two.


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