M&B hires digital agency

The deal again highlights the importance of digital engagement for pub and restaurant operators. Underwired has worked with brands including Sony, Bupa and Harveys, and has been independent since its management bought it out in March.

Paul Madden, head of digital at M&B, said of the partnership: “The digital channel continues to grow in importance to our customers, and we are constantly looking at new ways to improve our online services and the levels of personalization we can provide. Underwired demonstrated a clear strength in the area of customer relationship management and understands how to maximize engagement through a robust data strategy.”