Hires & Wins
Aug. 3, 2012, 2:43 p.m. by LBBOnline
Cazenove & Loyd Appoints Fold7
Named lead agency for the luxury travel company
Cazenove & Loyd appoints Fold7 to lead brand campaign
Cazenove & Loyd has named Fold7 as its lead agency ahead of an integrated campaign aimed at the luxury travel company’s high net-worth clients.
Fold7 has been tasked with evolving the visual identity for Cazenove & Loyd and repositioning the brand to achieve stand-out in the competitive luxury travel market. An acquisition and retention drive across all channels including online and direct mail will follow in September.
The appointment marks a departure in marketing strategy for Cazenove & Loyd, which has traditionally used DM to communicate with loyal guests and to target high net-worth individuals. Fold7 will use data analysis to tailor future campaigns and deliver higher levels of response and brand engagement.
Christopher Wilmot-Sitwell at Cazenove & Loyd, said: “Cazenove & Loyd is taking its marketing to the next level of sophistication by creating tailored communications that will engage our clientele. Fold7’s experience of luxury travel and understanding of how to turn customer insights into creative and engaging campaigns makes them the ideal partner for this leap forward.”
Simon Packer Founding Partner at Fold7, said: “Luxury travel is a competitive market, but one in which Cazenove & Loyd has an impressive record and reputation as well as a genuine point of difference. The work Fold7 will do in reinforcing the brand’s strengths and creating engaging campaigns will be built on a deep understanding of Cazenove & Loyd’s current and prospective customer base.”
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