CHE Proximity expands remit for flybuys account

Josh McDonnell
By Josh McDonnell | 1 August 2019

Loyalty flying program flybuys has consolidated its core services with CHE Proximity, including brand communications through to digital, social and 1:1 activation.

CHE Proximity was appointed to the account following a competitive pitch earlier this year. The agency currently handles all creative duties with OMD handling media buying and planning.

Through the demerger of Coles from Wesfarmers in November 2018, flybuys has been established as an independent joint venture between Coles Group and Wesfarmers Group, with a 50/50 ownership between the two companies.

“We believe there’s an opportunity to expand flybuys capabilities to give our members more options to engage with the program, and advertisers greater reach across digital channels, flybuys CEO John Merakovsky says.

“Together with CHE Proximity we can step-change the way we utilise our unique data sets and CRM capabilities through owned, earned and bought channels, to improve the experience for our members and partners alike.”

flybuys states more than 65% of all Australian households and over eight million members are currently active in the program.

Independent customer research rates flybuys as the favourite loyalty program in Australia and it has a strong coalition of partners, offering numerous ways for customers to collect points on their everyday spend.

“We’re absolutely thrilled to be partnering with flybuys and have an amazing opportunity to help make flybuys even more relevant to Australians, by not only transforming the member experience but also bringing to fore, the savvy attitude of members who make their everyday worth more using flybuys," CHE Proximity director of client management Bree Daniel says.

 flybuys stated it has ambitious commercial growth plans, while continuing to offer members the same award-winning rewards scheme with members earning points at over 20 participating partners across a range of retail and service businesses.

The consolidation of the account adds to recent wins for the agency this year including the ICC T20 Cricket World CupJemena and Aussie Home Loans accounts.

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