John Lewis has handed its financial services direct marketing account to Lida following a four-way pitch, bringing the curtain down on a seven-year relationship with Partners Andrews Aldridge.
The incumbent, which pitched against Lida, The Communications Agency and AIS London, has been working on the business since 2007.
Lida will develop a new consumer proposition for the financial services division in a market dominated by price-related activity, as well as handle CRM.
The first work will go live in the next few months, and support an advertising campaign by Adam & Eve/DDB. Activity will include direct mail, inserts and online and instore marketing and is estimated to be worth £3m a year in billings.
John Lewis Financial Services head of marketing Keith Bibby said: “We are entering an important phase and the confidence and thinking of Lida matched our ambition.”
AIS London already runs the Waitrose CRM and loyalty account, while Proximity handles John Lewis stores.
The John Lewis Partnership started to ramp up its direct and data marketing strategy after appointing former Lloyds chief Paul de Laat to customer insight director late last year.
In July it implemented a Trillium Software system to build a comprehensive single customer view. The software is used across the group, including John Lewis and Waitrose brands, as well as online.
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