Direct Partners Is CDW’s First CRM Shop

LOS ANGELES Omnicom Group’s Direct Partners has been tapped by CDW to handle customer relationship marketing activities, the shop said.

CDW, which provides computer hardware, software and services to businesses, government agencies and educational institutions, selected the direct marketing agency following a four-month review that included four undisclosed finalists.

Direct Partners is charged with helping CDW build stronger, longer lasting ties with its business customers. Work will include direct mail pieces and personalized catalogs, said Matt Hofherr, chief marketing officer of Direct Partners.

Billings were undisclosed. Sources estimated that CDW would spend more than $10 million on relationship marketing. DWP/Bates in Atlanta handles advertising for CDW. The Vernon Hills, Ill.-based client spent $38 million on ads last year, according to TNS Media Intelligence/CMR.

This is the first time CDW has hired a direct marketing shop, said Hofherr. The account will be led from the agency’s Los Angeles office, he said.