Travel loyalty scheme Avios, which rebranded from AirMiles last year, is looking to appoint an agency to handle its direct and digital marketing account.
The company has used a number of agencies in the past, although Partners Andrews Aldridge – appointed back in 2006 when Nigel Grimes was head of insight – is the last agency of record.
Since then, all DM and digital activity has been handled in-house. But now it has briefed Agency Insight International to handle a search for an outside agency.
AirMiles was launched back in 1988 and was the stamping ground for many of the industry’s key figures, including Sir Keith Mills, Wanda Goldwag and Grimes.
It was axed following the merger of British Airways with Iberia to form International Airlines Group (IAG) in November 2011 and the need to create a scheme would run across all territories.
At the time, the move sparked uproar among some AirMiles members that the rebrand would slash many of their benefits; concerns that were dismissed by Avios.
A major branding campaign, through marketing agency 101, announced the relaunched and featured TV, outdoor, print and digital activity. 101 is thought to be unaffected by the review.
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