TRACK Worldwide has announced the alignment of data, CRM, CX and digital capabilities under TRACK in Australia and New Zealand, formalizing a 120-strong trans-Tasman agency led by Rob Limb as newly appointed TRACK ANZ CEO.

Together, TRACK ANZ boasts clients including Westpac, McDonald’s, BT Financial, AAMI, Apia, Volkswagen, AA Insurance, Airpoints for Air NZ, Vocus and Officeworks – with recent wins including Exxon Mobil Smiles programme and Dulux – and forms a key part of a rapidly growing global network of over 500 staff across Europe, North and Latin America, Asia and ANZ.

Limb moves from managing director  into the new ANZ CEO role after successfully leading huge growth for TRACK Auckland and having consolidated a great culture and business growth for TRACK Sydney and Melbourne. Andy Bell has been promoted to MD of TRACK NZ to continue the incredible work he has done over the past six years with Limb.

In Melbourne, Matthew Oxley and Tess Doughty continue as joint TRACK MDs leading a team delivering human-inspired customer solutions for clients such as Officeworks and Westpac.

“Mid last year Rob Limb stepped over the ditch to help out with TRACK Sydney. Rob’s infectious enthusiasm and passion has solidified a special TRACK culture across disciplines, cemented client relationships and driven further growth for the business across Australia,” TRACK Worldwide and DDB Group ANZ CEO and chairman Marty O’Halloran said.

“That’s why I’m delighted to announce Rob’s promotion to Chief Executive Officer, TRACK ANZ, and the alignment of TRACK across Australia and New Zealand as a fresh, credible customer-focused agency,” he said.

Limb will drive cohesion, growth and passion about growing customer value across the Auckland, Sydney and Melbourne offices.

“At TRACK, we believe your customer is your greatest asset. However, many businesses have put too much faith in technology and data solutions that are not, at heart, connected to the emotional needs of customers. As a result, they are not delivering value to customers or their bottom line,” Limb said.

“Sadly, many data, analytic and tech investments have led to ‘marketing as surveillance’. Personalisation has become an end in itself. But it takes more than hyper- personalisation to deliver a winning customer experience.”

“Customers do want contact, in context and in the moments when it matters. But across every sector we hear customers say that they don’t want to be targets or prey. We all want to be valued, be listened to, and taken seriously. Never shouted at,” he said.