M&C Saatchi’s UK CRM and Loyalty agency, Lida, is coming to Australia and will absorb Mark when it does.

Lida UK won the CRM account to boost Odeon Cinemas’ Première Club loyalty programme and announced its global expansion on June 11.

The Odeon Première Club, a points-based three-tier platform with a joining fee, has more than 2 million members. It was set up by Havas EHS, with DotMailer also working on the programme.

   O2

M&C chairman, Jeremy Sinclair included the following message in the note about Lida’s Odeon win, “Following our policy of exporting the company’s successful brands, Lida is opening in Australia and Sweden.”

M&C’s Australian operation, Sinclair also stated, is having a “stellar year”. M&C Aus has won business from IAG, Lexus and Crimestoppers.

Lida is M&C Saatchi UK Group’s big hitter – and Campaign UK’s reigning Customer Engagement Agency of the Year.

   National Trust

It was launched in 2000 and rapidly won major accounts and worldwide applause in creativity and effectiveness for its data driven rewards and loyalty programs.

Its current client roster includes blue-chips: 02, Boots, Ikea, Land Rover, Virgin Holidays, Royal Bank of Scotland and DHL.

M&C Saatchi Australia chief executive officer, Jaimes Leggett, noted, “The launch of LIDA will be a seminal moment for our Group, our clients and indeed the industry in Australia.

LIDA will bring world-class customer engagement capabilities, specifically in the areas of Data, CRM and Loyalty, to this market.”

Mark, M&C Saatchi’s digital, data and direct business, will be folded into LIDA Australia. All of Mark’s staff will be employed in Lida Australia.

   Ikea

“Lida will add many dimensions to Mark’s offer by expanding its strategic and analytic resources, skills and tools,” Leggett stated. It will be headed by M&C Saatchi Group managing partner, Christine Gardner, and Mark group head, Kristy Schwind, who will step up into the role of general manager. Gardner has been a key member of the M&C Saatchi team since 2008, primarily as group head on Optus.

Lida is likely to use its Ikea Family loyalty club account – won in July 2010 – as a springboard to enter the Swedish market.

[main image: Virgin Holidays]