Club Med has handed Cogent Elliot, the Midlands-based agency, its £1.5m advertising account, and has also appointed Brilliant Media to handle media planning and buying.
Cogent Elliot won the business following a seven-way pitch, which included incumbent Publicis, while Brilliant beat incumbent Carat to win the media. The pitch was led by Sarah Mason, Club Med head of marketing, and was overseen by the Haystack Group.
Cogent Elliot will plan and execute its marketing strategy through a variety of channels and will support brand management activity, which is led by Club Med’s headquarters in Paris.
The new agencies have been briefed to focus on digital activity. The holiday operator plans to step up the online element of its marketing activity to 70%, from its current level of 30%.