A new tranche of business from Land Rover UK has triggered an overhaul of Lida’s creative department, with Mike Poole and Al Mackie – head of copy and head of art – being shifted up to creative director roles.
The M&C Saatchi-owned agency has added the retail marketing account to its existing Land Rover business, and will now handle all retail and after-sales for the British car manufacturer.
Lida was appointed to develop a customer engagement programme in 2013.
A key part of its remit will be to work on the launch of the first model, the Discovery Sport, and also support the entire dealership network of over 100 dealerships. The brief is to deliver a customer-first approach that breaks the mould of retail marketing.
Lida chairman and chief strategy officer Matthew Heath said: “We are absolutely delighted to be given the opportunity to work more broadly with Land Rover and feel this signifies a true desire to put the customer at the heart of their business. We look forward to joining the dots across the whole customer experience and working with such an industry leading and successful dealer network.”
The creative department restructure sees Poole and Mackie – who have won a number of DMA Gold Awards, a Campaign Big Award and an IPA Effectiveness Award – act as creative leads on the Land Rover accounts, Comparethemarket.com and the integrated Virgin Holidays account. The duo joined from Partners Andrews Aldridge in 2011 and will continue to report to Lida executive creative director Nicky Bullard.
The agency’s first campaign for Land Rover, #Hibernot, created in conjunction with RKCR/Y&R, encouraged customers to embrace the British winter and enjoy it in all its glory on a series of trail drives across the UK.
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