Transform takes knife to agency list

Transform Medical Group, the UK’s largest cosmetic surgery provider, has launched a new advertising strategy following a review of its marketing.

Sales and marketing director Gary Nicholls, who was appointed in December last year, is planning a more targeted, segmented approach to the group’s advertising to build awareness of the services Transform offers.

He has slimmed down the group’s agency roster after taking its website, PR, direct marketing and database management in-house. He has retained Manchester-based Pravda to handle advertising and M2M for media planning and buying, although he says he will review this "in time".

The strategy, focusing on the key product areas of surgical and non-surgical procedures, will target certain demographics and ages.

The group this year plans to spend £3.5m on advertising on TV and across magazines for men and women.

Nicholls joined Transform after doing an MBA at Henley Management College. He was business services director at used-car supermarket Carland, starting in 1998.

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