Loyalty Management UK, which runs the Nectar programme, has identified three groups comprising customers with young children, travel lovers, and affluent empty nesters using transactional and demographic data.
In addition to their regular points update mailings, these customers will receive themed mailings presenting relevant collecting opportunities and redemption offers from Nectar sponsor companies such as Sainsbury's, Debenhams and ebookers.com.
KBK has been appointed without a pitch alongside current Nectar agencies, which are unaffected by the move.
Nectar uses Barraclough Edwards Chamberlain for its points update mailings, Fresh for its rewards catalogue, Blue Barracuda for online and WCRS for advertising.
Richard Campbell, Nectar marketing director, said: "We have tasked Keevill Barton Kershaw to create mailings for Nectar that are lively, engaging, and will be welcomed by these Nectar segments."
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