Rapp already handled direct-to-consumer acquisition marketing for DirecTV, which will be done in-house by the marketer while Rapp focuses on retention marketing.
"We are still focused on getting good quality subscribers and are focusing both on the retail and direct-marketing fronts. But our direct-marketing efforts for next year will be done using internal resources, and we felt that Rapp Collins is going to make us a great partner on the relationship marketing front," Lori Chee, senior director of marketing, told AdAge.com.
Spending for the relationship marketing efforts was not disclosed.
"We're creating the budget as we speak, but it's a huge focus for DirecTV," said Gina Giallonardo, a marketing consultant for DirecT.
Deutsch remains general agency of record but declined to comment.
Rapp will service the account out of its offices in Dallas and Los Angeles, which was set up specifically to handle the initial DirecTV assignment.
The agency will help DirecTV manage its customer base by helping subscribers choose the right programs for them, "as well as trying to stave off any people leaving DirecTV," said Mark Miller, president of Rapp Collins, Dallas.
But, he told AdAge.com, "managing the right packages for [their existing customer base] and retaining them for the kinds of packages they signed up for is actually a higher prioirty for [DirecTV] than even stopping defection."