First published on Campaign UK.
Center Parcs has appointed iProspect as its media agency for the UK and Ireland following a competitive pitch process.
Previously Center Parcs worked with three agencies on its media planning and buying. Hearts & Science worked on above-the-line media planning, DAC worked on paid search and SEO, and Starcom was in charge of the Ireland market.
This appointment brings all of these duties into iProspect.
Heidi Kenyon-Smith, client managing director at iProspect, said the challenge for the brand was to attract new customers and build loyalty with existing clients.
She said: “This is where our audience-centric approach comes into its own. Through our sophisticated approach to media, we were able to show how we can increase meaningful engagement with new and existing customers.”
The win follows a series of changes at Dentsu. James Bailey, formerly UK chief executive of iProspect, was made interim UK chief executive of Dentsu Media, following the departure of Hamish Nicklin. Bailey now oversees iProspect, Carat and Dentsu X in the UK.
Amy Watt, chief strategy officer, and Chris Worsley, UK group managing director, subsequently stepped up to lead the agency.
Colin Whaley, chief sales and marketing officer at Center Parcs, said the brand “[looked] forward” to working with iProspect and added: “iProspect was able to demonstrate its data expertise and how it would put our audience at the heart of its approach.”
Center Parcs has six sites across the UK and Ireland and works with Brothers & Sisters on its creative acocunt.
