Travel giant Thomas Cook Group has appointed Albion to handle its heavyweight pan-European advertising, communications and marketing account. Albion, now owned by MDC Partners, won the account following a competitive pitch.
Thomas Cook CMO Remo Masala says: “Albion has all the right ingredients to be our strategic innovation consultancy and creative partner. The team went beyond the brief we set to propose a strategy that was forward-thinking and pointed our business in a direction we had yet to consider. We have really ambitious plans and Albion has the vision and digital experience to deliver on these goals.”
Albion CEO Jason Goodman says: “The leisure travel market is cutthroat and Thomas Cook Group has stood the test of time by paying attention to market changes and responding accordingly. We’re thrilled to be working with them on pan-European projects that will help drive future growth for their business and deliver new ways to connect with customers.”
Thomas Cook ran into a firestorm of bad publicity recently over its handling of compensation for the deaths of two British children in a Corfu hotel nine years ago. This came at a time when the company had been turned round by CEO Harriet Green. The abrasive Green left last year. The company has something to do to win back public opinion therefore, so the ‘root and branch’ approach of Albion, which describes itself as a ‘creative business partner,’ has an obvious appeal.
For Albion this is perhaps its biggest win so far and being part of MDC’s KBS network may have had a role to play. MDC has its own issues, with colourful founder and CEO Miles Nadal under investigation in the US for expenses-related issues. But it has built up a formidable array of creative agencies – Anomaly and 72andSunny are performing well, Crispin Porter less so – and Albion, with its distinctive positioning, is looking like a strong addition to the line-up.