News

M&C Saatchi direct marketing outfit Lida coming to Australia

Screen Shot 2014-06-12 at 11.03.39 amM&C Saatchi has revealed it is opening a division of its direct marketing outfit Lida in Australia and will fold its existing digital, data and direct business, Mark, into the new entity.

Chairman Jeremy Sinclair announced the news at the company’s annual general meeting in London yesterday, before the Australian division of the company had officially announced the news.

“LIDA, our Direct Marketing shop, which was awarded Agency of the Year in 2013, has continued its  run of new  business wins , including  Land Rover (Dealers),  Odeon Cinemas and the Alzheimer’s Charity. Following our policy of exporting the company’s successful brand Add News, Lida A is opening in Australia and Sweden,” he said in a statement.

M&C Saatchi said Mark would be folded into Lida Australia with all Mark staff employed in the new entity at the agency’s 99 Macquarie St office. Group managing partner Christine Gardner will run Lida Australia with Mark’s existing group head Kristy Schwind taking the role of General Manager.

Lida is well established in the UK where it runs campaigns for high profile clients including IKEA, pharmacy chain Boots and The National Trust.

Al Mackie from LIDA UK has relocated to Sydney as LIDA Australia Creative Director. A spokesman for M&C Saatchi said  Mark creative director Chris Little had already moved on to other roles within the company some time ago.

M&C Saatchi Australia CEO Jaimes Leggett said the move would bring world-class customer engagement capabilities in the areas of CRM, Data and loyalty to the Australian market.

“Lida will add many dimensions to Mark’s offer by expanding its strategic and analytic resources, skills and tools,” he said.

Gardner was formerly group head of the company’s Optus business.

“Christine is the perfect person to fulfill the growth objectives for Australia and complement the global Lida network,” Leggett said.

“Apart from being a brilliant and inspirational leader, Christine’s customer engagement expertise, experience and sheer marketing acumen, is second to none.”

On the appointment of Mackie Leggett said: “Al brings incomparable smarts, skills and experience to the Australian market.”

In recent months a number of M&C Saatchi Australia’s clients have engaged LIDA’s services, the agency said.

Robert Burton-Bradley

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing.