Adam & Eve/DDB splits with Lastminute.com as it scales back UK operation

Adam & Eve/DDB has split with Lastminute.com as the former internet darling scales back its UK operation following its integration into the Swiss holiday company Bravofly Rumbo Group.

Adam & Eve/DDB created ads for Lastminute.com
Adam & Eve/DDB created ads for Lastminute.com

As part of the changes Matthew Crummack, the deputy chief executive and chief innovation officer at the Lastminute.com Group and the former chief executive of Lastminute.com, has left the executive team.

Crummack's departure means there are no representatives from the former Lastminute.com business on either the group’s board or its executive team.

Amanda Cumine, the director of brand marketing at Lastminute.com, has also left the company. It is understood that the UK marketing team has been scaled back following the wider restructure. 

A spokeswoman denied the UK marketing had been "disbanded". She said the UK continues to be a "core market" and the team in the London office is "key to bring[ing] to life the updated strategy".

She continued: "While we can't yet provide details about agencies we might work with as we refresh our approach, we can confirm we're currently not working with Adam & Eve/DDB."

Lastminute.com's relationships with Manning Gottlieb OMD, its UK media agency, and J Walter Thompson, which picked up the brand's CRM account in 2013, are said to be "on hold".

The spokeswoman said: "A brand like Lastminute.com works with a number of agencies, however, this is not something we normally provide details about."

Bravofly Rumbo Group’s £76 million purchase of Lastminute.com went through in March last year and the combined business was renamed the Lastminute.com Group.

Crummack became deputy chief executive and chief innovation officer of the Lastminute.com Group and was given responsibility for leading the integration of the Lastminute.com business and the group’s marketing and sales.

However, in a restructure announced in December but largely ignored by the British press, Fabio Cannavale, a co-founder of the Bravofly Rumbo Group, moved from chairman to chief executive of the business.

Marco Corradino, a co-founder of the Bravofly Rumbo Group, was appointed to run the group’s Media Business Unit, which is responsible for driving traffic to its websites and apps and monetising that traffic through advertising, as the chief audience architect.

A spokeswoman said: "For now, our main focus is to make 2016 the year in which we unlock the full potential of the iconic, aspirational Lastminute.com brand in which we will increasingly invest to further grow its strong brand awareness."

Crummack will sit on a three-strong advisory committee that will advise the Lastminute.com Group’s board on strategic, business and organisational matters. A spokeswoman declined to comment when asked about the specifics of this new role.

A former dotcom darling, Lastminute.com failed to live up to the ambitions of the American travel specialist Sabre, which bought it for £600 million in 2005, and so the latter put it up for sale in 2014.

Brent Hoberman and Baroness Lane-Fox founded Lastminute.com in 1998.

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