TMW Unlimited wins People’s Postcode Lottery CRM account


People’s Postcode Lottery has appointed TMW Unlimited, part of UNLIMITED, to be its new CRM agency, following a four-way competitive pitch handled by the AAR.

This will be the first time that People’s Postcode Lottery has worked with a customer engagement agency.

People’s Postcode Lottery brief

TMW Unlimited will be responsible for developing and implementing a new loyalty and retention strategy from the ground up, including creating an enhanced player experience.

More than four million people currently play People’s Postcode Lottery. This appointment signals the first significant investment in customer retention to go alongside the brand’s ambitious growth targets.

The new opportunity will see TMW Unlimited employ the best-in-class data, neuro- and behavioural science expertise from UNLIMITED’s Human Understanding Lab to understand the underlying player motivations, as well as providing martech expertise to help optimise the player experience.

A third of the cost of a People’s Postcode Lottery ticket goes directly to good causes (players have raised over £1.2 billion for thousands of charities and local good causes since 2005), so community remains central to the new strategy.

This is the latest appointment in an exceptional new business year for TMW Unlimited.

Wins for as lead integrated creative agency for Oak Furnitureland, Rail Delivery Group, Pride in London, and CRM wins for NS&I and now People’s Postcode Lottery have seen the agency featured towards the top of Campaign’s New Business rankings for the first time.

Lynsey Mackintosh , Loyalty and Retention Lead, People’s Postcode Lottery, said: “We’re extremely excited to be working with TMW Unlimited.

“We’re entering an exciting period for the business, so finding the right partner, with the right blend of CRM expertise, creativity, insight and martech understanding was critical.

“Their approach was creative and innovative, and it became apparent through the process that they were the right cultural fit for People’s Postcode Lottery.”

Emma Norman, Managing Director, TMW Unlimited, said “We’re thrilled to be working with People’s Postcode Lottery, a truly unique business with big ambitions and so much potential to really disrupt the sector.

“We thoroughly enjoyed the pitch brief, and are excited to develop a compelling, own-able and distinct customer engagement approach to drive the business forward.

“The agency-client fit felt absolutely right – I can’t wait to see what we achieve together.”

Tony Spong, Lead Consultant, AAR, said: “I would like to thank Lynsey and the wider People’s Postcode Lottery Team for their contribution in the selection process.

“Their generosity of time was much appreciated by the agencies and resulted in a very competitive set of final pitches. Our congratulations to TMW Unlimited and commiserations to those who missed out.

“Based on what we saw in the process, it is clear that the world of CRM and Loyalty is in rude health.”