LIDA snaps up Land Rover retail marketing account

I’ve never been quite sure where a CRM (customer relationship marketing) agency begins and ends but there seems to be fair amount of money in it.

Is it what we used to call sales promotion – or, maybe, shopper marketing?

Anyway M&C Saatchi has one in the shape of LIDA and it earned a special mention in despatches when M&C announced its last set of numbers.

Now LIDA has won the Land Rover UK retail marketing and ‘aftersales’ account after a competitive pitch run by advertiser body ISBA. Last year LIDA won Land Rover’s customer engagement programme, which is presumably something different.

landrover-22014 is a big year for Land Rover as it’s relaunching its Discovery range which sits between the upscale Range Rover (also recently relaunched) and the massively successful smaller Evoque (which isn’t small at all by most people’s standards). The first new Discovery off the line will be the Discovery Sport (left), which clearly indicates what these once functional vehicles have become.

At the same tine LUDA has restructured its creative department with the promotion of Mike Poole and Al Mackie to creative director roles, reporting to ECD Nicky Bullard.

Matthew Heath, LIDA chairman & CSO Matthew Heath says: “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.”

LIDA’s other clients include:Boots, IKEA, Comparethemarket, O2 and Virgin Holidays.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.