Aimia is currently one of the world's biggest loyalty marketing agencies, operating rewards programmes for airlines and other companies in several markets across the globe. It was formed in 2009 from the acquisition of CRM and loyalty marketer Carlson Marketing Group by Canadian company Aeroplan, which already controlled several global rewards schemes including Air Canada's frequent flyer programme, Air Miles in the Middle East and, until recently, UK-based Nectar, the coalition loyalty programme for Sainsbury's, BP, EasyJet and other major marketers. Following the acquisition, Carlson steadily reduced its involvement in traditional CRM to concentrate exclusively on the loyalty segment. That eventually prompted the full change of name to Aimia in 2011. Since then the group has continued to expand its global footprint, launching or acquiring stakes in similar schemes including AeroMexico's Club Premier and Prismah of Brazil. In 2014, it took charge of Malaysian carrier AirAsia's BIG Loyalty scheme. It also runs customer loyalty or employee reward programmes for individual corporate clients including Avis Budget and Nordstrom. However its biggest business by far remains Aeroplan, with around 5m active members, and Aimia trimmed its portfolio of other interests to focus on the core brand. In 2018, for example, it sold its holding in the UK-based Nectar scheme to founding partner Sainsbury's, as well as several other non-core operations. Yet later the same year Aimia also accepted an offer from Air Canada and other partners to buy out the Aeroplan program for $540m. Group revenues for 2017 were C$1.6bn. Jeremy Rabe replaced Rupert Duschesne as CEO in 2018. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 15th August 2018
Adbrands Weekly Update 8th Feb 2018: UK retailer Sainsbury's has acquired full control of the Nectar loyalty and rewards scheme in a buyout from its former operator Aimia for £60m. Sainsbury's was one of the original co-founders of Nectar in 2002. It said that the deal would make no change for existing Nectar customers.
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