TDA wins Matalan ‘loyalty card’ task

Matalan has awarded its multi-million pound below-the-line business to TDA, a week after the retailer appointed Beechwood to handle its &£13m advertising account.

The agency will work closely with Beechwood and will develop an integrated communications programme based around Matalan’s 10 million cardholders.

The programme will use information collected on customer behaviour to reward loyalty and increase the number of people coming into Matalan’s 190 stores.

TDA will work closely with Matalan’s customer insight and customer communication teams. The agency was appointed by marketing director Claire Bayliss, who says: “Fashion retailing is a highly competitive area and to retain our position as the fastest growing fashion retailer in the UK we need to be dynamic and responsive to our customers.” The decision to part company with above-the-line incumbent Euro RSCG London followed Bayliss’ appointment in January. Beechwood will be the third agency to handle Matalan’s creative account since 2002, when it hired M&C Saatchi and its sister agency Lida.

Matalan’s Christmas campaign was created by Manchester agency Top Corner, which will continue to work for the retailer on regional projects.

At the start of this month, Matalan announced disappointing half-year sales, which it attributed to poor high-street trading conditions.

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