Boots appoints Lida for 15m Advantage Card account

Retailer Boots has appointed Lida to its £15m Advantage Card business following a pitch. Lida will handle Boots’ enhanced CRM programme around Advantage Card holders.

The retailer called the review in August, which incumbent of 12 years Craik Jones did not pitch for. Lida pitched against Proximity London and Partners Andrews Aldridge for the business, with Rapier and Ogilvy involved at an earlier stage.

Craik Jones has since been folded into sister agency Proximity London after losing a string of accounts including Land Rover and Orange.

The Boots Health & Beauty Magazine and editorial content for Health and Parenting Club schemes through Redwood is not affected.