Nectar in agency hunt as its support wanes

The Nectar loyalty-card scheme is set to receive fresh consumer PR agency support following reports that major companies are considering cutting back their support for the scheme.

Loyalty Management UK, the company that operates Nectar, was this week locked in talks with undisclosed PR agencies as it seeks to replace Manning Selvage & Lee as Nectar’s retained consumer agency.

The PR review follows a spate of negative coverage on Nectar, which was formed from the amalgamation of the loyalty schemes of Sainsbury’s, BP, Debenhams and Barclaycard in 2002 and has grown into a major marketing brand with 16 commercial partners.

LMUK marketing director Richard Campbell is overseeing the review, which is understood to have reached the shortlist stage.

Sainsbury’s CEO Justin King said last week that he would slash the supermarket giant’s spend on promoting the scheme; it has also emerged that Barclaycard no longer offers the scheme to new cardholders.

In a statement on the PR review, Nectar said it was ‘moving into a new phase of consolidation’ and wants to ‘strengthen various channels of communication with its collectors’.

MS&L, which will continue to promote the brand until the year’s end, will not be repitching for the business.

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