Club Med's UK marketing plan is aimed at growing awareness and driving holidaymaker volumes.
Its digital activity will become more important, representing 70% of activity compared to its previous weighting of 30%.
The company said that this reflects the make-up of the current Club Med consumer and the audience that the brand wishes to attract.
Club Med called the pitch in order to consolidate its creative agency support into a single relationship.
The agency will plan activity across every media channel including CRM, digital, direct and traditional.
Club Med has also appointed Brilliant Media, which works closely with Cogent Elliott, to handle its media planning and buying.
The winning pair beat off six agencies including incumbents Publicis and Carat to win the account.
Sarah Mason, head of marketing at Club Med, said: "The objective of this exercise was to reinforce Club Med's repositioning as a luxury operator and redefine how Club Med develops its marketing communications and planning across all media channels.
"Cogent will support Club Med's global repositioning strategy to create a more aspirational and refined holiday experience, as Club Med seeks to redefine their offering for a more sophisticated and upmarket audience."
Tim Pile, CEO of Cogent Elliott, said: "The solutions we're proposing allow the Club Med brand to really come alive and let people experience this wonderful product."
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