MBA nets Odeon Première Club task

Odeon Cinemas has confirmed that MBA has scooped the company’s CRM account to boost the Première Club loyalty programme, in a review which kicked off in February.
The move follows one of the biggest cock-ups in recent years after M&C Saatchi claimed Lida had won the business in a note released before its AGM earlier this month.
It is not known how the gaffe occurred. Industry sources claim it could have been one of four things: a genuine mistake; a case of over-confidence on Lida’s part; a last-minute change of heart from the client; or a bust-up over fees which opened the door to MBA grabbing the account. However, no-one would comment on the issue. A Lida spokeswoman simply said: “This was a cock up from PLC and nothing to do with Lida.”
A spokeswoman for Odeon said: “Lida was involved in the pitch process to appoint a strategic CRM agency, along with several other agencies. On this occasion, Lida was unsuccessful and MBA has been appointed.”
The Première Club, which has more than 2 million members, was set up by Havas EHS, while DotMailer has also worked on the programme.
It is a points-based platform, with three separate levels – “classic”, “deluxe” and “ultimate” – which all carry a joining up fee. Users can earn 10 points for every £1 spent and points can be exchanged for soft drinks, snacks and tickets.
As well as boosting Odeon’s loyalty programme, MBA has been charged with creating content that engages customers in conversations and boosting the brand’s social media presence. The agency already handles activity for former Air Miles brand Avios.
The first Odeon cinema was opened by Oscar Deutsch in 1928, in Brierly Hill in the West Midlands, and it takes its name from the motto “Oscar Deusch Entertains Our Nation”.

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