Initiative wins £5m Air Miles

Air Miles has appointed Initiative Media to handle its £5m media planning and buying account.

Air Miles has appointed Initiative Media to handle its &£5m media planning and buying account.

The review was called after Starcom Motive was removed from the account last month (MW June 13), after the agency was appointed to work on rival loyalty scheme Nectar.

Initiative was appointed following a four-way pitch against Manning Gottlieb OMD, Naked and Optimedia UK. There is no suggestion that the advertising account, held by TBWA/London, is to be reviewed.

Air Miles director of partnerships and marketing Charles D’Oyly oversees marketing at the BA-owned company. He joined in April from the position of OgilvyOne client services director in New York, replacing Mary Thomas, who left to move to Leeds.

Air Miles switched retail loyalty partners – from Sainsbury’s to Tesco – last year. Sainsbury’s is now a partner in Nectar, in a joint venture with Debenhams, BP and Barclaycard. The scheme is being handled by Loyalty Management International and WCRS has been appointed to create advertising for the autumn launch.

Air Miles ran a World Cup promotion last month, in partnership with Tesco, to give away more than 15 million Air Miles.

Initiative recently won the European media planning and buying account for Dixons.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now