Nectar to rejig duties as marketing director exits

LONDON – Loyalty Management UK marketing director Richard Campbell is leaving the company without a job to go to.

Campbell has been in the role since the firm’s Nectar loyalty scheme launched in 2002. He is being replaced on a temporary basis by customer marketing director John Sheekey, who has overseen the company's direct marketing efforts.

Campbell was hired from his role as head of marketing at Debenhams in 2001 by LMUK founder Keith Mills, who was also responsible for setting up AirMiles.

Nectar launched in 2002 with Sainsbury's, BarclayCard, BP and Debenhams as partners.

Recently, the loyalty scheme has been hit by a notable turnover of partners; last month Threshers pulled out of the scheme to focus on in-store experience. The drinks retailer followed Vodafone, which quit last summer.

Nectar now has 17 partners, with AA Roadside Assistance the most recent addition (Marketing 19 April), and claims to have about 17m cardholders.

Campbell oversaw the recent launch of Nectar's online portal as well as the April launch of animated characters called The Nectars in its latest ad campaign.

The characters appeared in an online soap available through email and in press advertising.

Nectar introduced the characters after customer research suggested its ad campaigns needed more warmth and humour.

Campbell recently said that Nectar would be seeking to develop and advertise its instant-redemption scheme, which allows members to exchange Nectar points for products in-store.

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