Rapp Collins Adds to DirecTV Role

Rapp Collins has added to its DirecTV business, winning customer relation management duties following a review. The Irving, Texas, office of Rapp bested finalists Deutsch, Los Angeles; DraftWorldwide, New York; and TargetCom, Chicago, according to the client.

Said Rapp Collins president Mark Miller. “We talked to them about how we could produce results … and somewhere in there, they believed we could deliver it.” He said the pitch involved the creation of a “total end-to-end CRM program” that included both planning and creative. The account will be managed out of the agency’s Irving and Los Angeles offices.

Representatives of the El Segundo, Calif-based client said the account was previously handled in-house.

In June, Rapp won an estimated $20 million project to handle direct marketing for DirecTV in secondary markets.