Club Med in DM agency rethink

Club Med has appointed Initials to handle its global direct marketing business less than a year after handing AIS London its UK CRM account.
Initial won the account following a competitive five-way pitch, although it is not known who the other agencies were.
Initials will focus on communicating the Club Med brand across new and existing markets in Europe and Africa. Activity will include direct mail, digital advertising, experiential activity, and social media, tailored to the summer and winter holiday seasons.
The agency’s first task will be to create a global sales toolkit aimed at driving engagement with prospective holiday-goers. The resulting work will roll out over the coming six months.
Club Med sales and marketing co-ordination director Elise Masurel said: “We were looking for an agency that could find a way to demonstrate the uniqueness of Club Med’s offering and show off the personality of our brand with confidence, ultimately adding value for our customers. Initials demonstrated a great sense of creativity throughout the pitch process and we look forward to seeing the resulting work.”
AIS London managing partner, strategy, Sarah Stratford confirmed the agency still works on the UK business, which it scooped in August last year, although she said she was “unaware” of the Initials appointment.  Cogent Elliott handled the UK work before AIS London.
Club Med also works with Neolane, which was appointed in 2011 to build an automated marketing system. It adopted the data specialist’s content personalisation capabilities across all of its customer communications.

Related stories
Club Med awards account to AIS
Club Med bolsters CRM strategy