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Cogent Elliott Brilliant Media

Club Med appoints Cogent Elliott and Brilliant Media

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By The Drum Team, Editorial

July 23, 2008 | 2 min read

Club Med has appointed Cogent Elliott to its £1m marketing account - and tasked Brilliant Media with media buying duties.

Cogent’s brief spans digital marketing, CRM and eCRM. The appointment signals the firm’s ambition to consolidate creative services into a single agency.

Cogent Elliott and Brilliant Media beat off six agencies including incumbent creative agency Publicis, incumbent media buyer Carat, direct marketing agencies Juice and Talisman and relationship marketing agency Full Six to land the account.

Cogent will plan activity across digital, traditional, direct and customer relationship marketing channels, according to Club Med. Advertising and marketing communications activity will support brand management activity which is led by Club Med’s head office in Paris.

Part of the new agency’s focus will be to manage Club Med’s UK marketing plan to grow awareness and drive holidaymaker volumes.

Tim Pile, CEO, Cogent Elliott, said: “We have spent the last month immersing ourselves in the Club Med offering and have already begun planning activity for the forthcoming 2008/9 Autumn and Winter seasons.”

A renewed focus of the campaign will be digital activity, with 70 per cent of activity to be undertaken in an online environment, compared to the previous focus of approximately 30 percent.

Sarah Mason, head of marketing, Club Med UK, said: “The objective of this exercise was to reinforce Club Med’s repositioning as a luxury operator and redefine how Club Med develops its marketing communications and planning across all media channels.

“Cogent will support Club Med’s global repositioning strategy to create a more aspirational and refined holiday experience, as Club Med seeks to redefine their offering for a more sophisticated and upmarket audience.”

Public Relations will continue to be handled by London-based Four Communications, which has handled the account for over two years.

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