Grey lands £10m Air Miles brief

Air Miles, which is transforming itself from a loyalty scheme into a broader travel service brand, has taken its £10m advertising and below-the-line business from TBWA/London and handed it to Grey London ahead of its relaunch.

The relaunch of Air Miles will take place later this year. The £10m figure represents a doubling of spend on last year.

The pitch, which was overseen by Air Miles managing director Drew Thomson, involved only the incumbent and Grey. Grey’s chief executive Garry Lace formerly oversaw the business when he was chief executive of TBWA, and the agency had already been given a small part of Air Miles’ business at the beginning of July, when it was appointed to promote a UK roadshow (MW July 3).

Thomson says: “We are relaunching and trying to reposition how we are perceived. We were genuinely blown away by Grey’s idea.” Thomson also adds that because Lace is relaunching Grey London he feels an “affiliation” with the agency.

TBWA has worked on the business for more than three years, since it was appointed by Air Miles’ former marketing chief Amanda MacKenzie in 2000.

The loyalty scheme has undergone a number of changes since Thomson was appointed managing director from parent company British Airways in 2000. The company now offers package holidays and offers flights on five other airlines as well as BA.

It was also forced to rethink part of its strategy following the launch of rival loyalty card scheme Nectar. The company ditched its long-term partner Sainsbury’s and agreed a partnership with rival supermarket Tesco.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here