WCJ lands Thomson job without pitch

Wunderman Cato Johnson and Judith Donovan Associates have landed the task of launching Thomson Holidays’ Preferred Agents Scheme without a pitch.

Wunderman Cato Johnson and Judith Donovan Associates have landed

the task of launching Thomson Holidays’ Preferred Agents Scheme without

a pitch.



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

customers.



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

suppliers.



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.



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