Mazda Canada Names FCB/SIX CRM Agency of Record

FCB/SIX has been tapped to lead all CRM activities across strategy, creative, technology and analytics for Mazda Canada. The new assignment will make FCB/SIX responsible for all CRM campaigns and programs including new vehicle launches, hand raiser communications, managing customer journeys, and more.

“FCB/SIX demonstrated exceptional capabilities across tech, creative, and strategy. And their deep understanding and experience in Salesforce cemented our decision to partner with them to create better experiences for all Mazda customers,” explains Michael Tsang, national manager, digital innovation at Mazda Canada.

Tsang explains that what started as a need for specific Salesforce Support Services, quickly evolved into a need for a more holistic approach to CRM and the owner journey:  “What became apparent in speaking with FCB/SIX, was that, while finding a partner to enable Mazda’s Salesforce Technical Strategy and Roadmap was crucial, what we really needed was a partner that could offer a clear perspective on customer-centricity, and enable a larger CRM strategy and experience.”

With a focus on first-party data strategies, segmentation, and personalisation, FCB/SIX will work with Mazda to implement Salesforce Marketing Cloud, and spearhead an omni-channel CRM effort to capture, convert, and retain Mazda customers across owned and paid channels.

“Knowing Mazda’s ambitions, we’re excited to partner with them to evolve what CRM can do for the organization,“ says Sanjam Hundal, VP client services at FCB/SIX. “To build relationships and unlock value with customers, personalisation and progressive profiling will be essential.  A unified customer view paired with behaviour-changing creative and AI-driven action will help push Mazda to being a leading automotive experience brand in Canada.” 

As marketing and marketing technology continue to evolve, FCB/SIX made it clear that customers stay at the heart of any work they put forth, and that extends to the Mazda team, their prospects, and customers.

“In our time together throughout this process, our entire team felt an immediate connection with FCB/SIX,” says Sim Sidhu, senior specialist, CRM and business intelligence at Mazda Canada. “The capabilities and work they shared only reinforced our confidence in them not as a vendor, but as a partner in our CRM evolution. In particular, a line that stuck with us was one of FCB/SIX’s core values: We won’t lose humanity in the machine.” 

“At FCB/SIX, we naturally think in CRM IdeaSystems that connect activities along every step of the consumer journey, and strive to bring clients along that journey as well,” says Rob Sturch, executive creative director at FCB/SIX. “In meeting the Mazda team, a natural shared ambition and vision emerged; we’ve found a partner that sees all of FCB/SIX and values all of what we can bring to the table, to create effective customer experiences.”