LMG appoints Dave to revitalise Nectar

Nectar, the biggest loyalty scheme in the UK, has appointed The Engine Group’s brand identity specialist Dave to “reinvigorate” its brand.

Dave was appointed following a pitch that involved several undisclosed agencies. Nectar began approaching direct marketing and branding agencies before Christmas, asking for their views on the future of loyalty schemes in the UK (MW December 14, 2006).

Nectar already works with Engine’s advertising agency WCRS, while media planning and buying is handled by Starcom and direct marketing by Barraclough Edwards Chamberlain. Direct marketing agency Keevil Barton Kershaw is also on the company’s roster.

A Nectar spokeswoman confirms Dave’s appointment and says: “We are working with Dave to reinvigorate the Nectar brand. We’re always looking for ways to better understand customer perceptions of our brand.”

The pitch was overseen by John Sheekey, the marketing director at Nectar’s parent company Loyalty Management Group (LMG). Sheekey was promoted from customer marketing director last summer following the departure of Richard Campbell, who left after four years without a job to go to.

LMG is gearing up for a global roll out of the Nectar scheme after its success in the UK (MW January 19, 2006). Nectar has more than 50% market penetration in the UK and LMG wants to launch the brand into markets such as the US, Japan, Germany and Italy.

Nectar has been using animated characters in its ads since April last year. In September, it rolled out its first joint customer and business loyalty offer after signing up Thomson Directories as a partner (MW September 7, 2006).

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