Rowan lands cosmetic surgery business

Rowan Marketing, the Cheshire-based integrated agency, has been appointed to handle the direct marketing account for Transform Medical Group, the UK’s largest cosmetic surgery provider.

It is understood that Rowan was handed a project following a four-way pitch earlier this year but that the agency has now been appointed to handle the business on a retained basis.

Transform’s direct and database marketing manager Adam Johnson says the agency will “deliver a programme of direct marketing designed to optimise the potential of our existing database of current and prospective customers”. It is thought that Transform previously handled its direct marketing in house.

Transform unveiled a new advertising strategy earlier this year following a review of its marketing (MW April 26). Sales and marketing director Gary Nicholls, who was appointed in December last year, is spearheading a more targeted, segmented approach to the group’s advertising to build awareness of the services it offers.

He slimmed down the group’s agency roster by taking its website, PR, DM and database management in house. He also retained Manchester-based Pravda to handle advertising, and M2M for media planning and buying, although he said in April he would review this “in time”.

Transform appointed Cheeze, the digital agency owned by Ben Langdon’s Digital marketing Group, to handle its online strategy last month (MW July 26).

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