We handle all the day-to-day direct marketing to 22 million customers across a wide range of channels. We’re also supporting the business as it transforms from mobile operator to a broader digital services provider, helping position the brand as being central to making customers’ lives easier and more rewarding.Instead of just creating a traditional retail CRM programme, we created a more brand-led, insightful and emotionally engaging approach; one that shows the personal benefits of embracing new O2 propositions, such as Priority Moments, Sports and Tickets.