M&C Saatchi launches CRM unit, brings LIDA to Oz

By Rosie Baker | 12 June 2014
Alan Mackie, Kristy Schwind and Christine Gardner.

M&C Saatchi is bringing UK CRM and direct agency LIDA to the Australian marketing to boost its loyalty and data-driven marketing capabilities.

The group will fold in Mark, its existing digital, data and direct business with all staff set to work in the new venture, a move M&C Saatchi Australia CEO Jaimes Leggett said will extend the agency's strategic and analytic skills.

In the UK LIDA handles CRM accounts for brands including Ikea, mobile phone network O2, beauty retailer Boots, Land Rover and Virgin Holidays.

Leggett said: “The launch of LIDA will be a seminal moment for our Group, our clients and indeed the industry in Australia. LIDA will bring world-class customer engagement capabilities, specifically in the areas of Data, CRM and Loyalty, to this market.”

LIDA Australia will be headed by M&C Saatchi group managing partner Christine Gardner and Mark group head Kristy Schwind who will be general manager.

Al Mackie from the London office will relocate to Sydney as LIDA Australia creative director.

LIDA has consulted with a number of M&C Saatchi Australia’s clients in recent months, which led the move.

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