Wunderman Cato Johnson and Judith Donovan Associates have landed
the task of launching Thomson Holidays’ Preferred Agents Scheme without
The combined task - for which a budget is yet to be confirmed, but is
believed to be worth in the region of pounds 10 million - is designed to
create more direct communication between the travel operator and its
Until now, travel agencies have kept travellers’ details on their
databases, preventing Thomson from targeting them directly. Under the
Preferred Agents Scheme, Thomson will select between 3,000 and 4,000 of
the UK’s 7,500 travel agents, and work with their databases to build a
brand relationship and develop a loyalty scheme.
WCJ will market the scheme to existing holidaymakers, while JDA will
look after the loyalty side of the project.
Richard Bagnall-Smith, the general manager of WCJ, said: ’All the
resources that we have built will be drawn upon, from our bespoke letter
shop to data consultancy.’
Charles Webre, the creative director of the agency, added: ’This is a
fantastic brand to be working with.’
Judith Donovan confirmed JDA’s appointment and said the agency was
’delighted’ to work on the scheme.
The win follows other recent major moves in Thomson’s marketing
In May, HHCL & Partners scooped the pounds 9 million above-the-line
advertising account out of BMP DDB, highlighting the operator’s move
away from heavily TV-based advertising, and putting more focus on direct
communication with the customer (Campaign, 22 May). Last week, MindShare
picked up the media planning and buying task which was previously held
by BMP Optimum.