Proximity won the account after a competitive pitch that began in October 2015.
Following the CRM pitch, Proximity will be tasked with looking after all of Skoda’s UK direct consumer communications. The first campaign is expected to run in February.
Earlier this month, Skoda stripped AIS London of its UK digital advertising account, handing it to Fallon London without a pitch process. Fallon already looks after Skoda’s UK and European above-the-line advertising.
Proximity now works with Volkswagen Group on four different briefs: Skoda, Volkswagen Passenger Car, Volkswagen Commercial Vehicles and Seat.
Mike Dodds, the chief executive of Proximity London, said: "[Skoda's] growth and award-winning product over the last few years have certainly made a mark on the car industry and we’re delighted to now be part of continuing this success.
"Skoda will be a fantastic addition to our growing Volkswagen Group client list and we cannot wait to get started."