Boots has appointed Lida to its £15 million Advantage Card account following a pitch against Proximity and Partners Andrews Aldridge.
The retailer put its CRM business up for review after parting company with Craik Jones Mitchell Voelkel in August.
Craik Jones was subsequently folded into Proximity a month later.
An initial shortlist of six agencies was drawn up, with Rapier, OgilvyOne, and one other unnamed agency eliminated after the first round of pitches.
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