Carlson Marketing sheds skin, emerges as Aimia after global rebrand

Carlson Marketing, a proprietary loyalty programme company that has 27 offices in 15 countries, including branches in Auckland, Sydney, and Melbourne, and claims to be New Zealand’s largest loyalty programme provider, is soon to be no more due to a rebrand that will align it with global parent company Aimia.

Aimia, formerly known as Groupe Aeroplan, will retain the names and brand identities of loyalty schemes Aeroplan, Nectar and Air Miles Middle East. But business-to-business brands LMG Insight & Communication and Carlson Marketing will now operate under the name Aimia.

“Our global full suite of loyalty management services provides us with a clear competitive advantage in a rapidly changing marketplace,” says Rupert Duchesne, president and chief executive. “As competitors try to position themselves to take advantage of the burgeoning international market for loyalty management services, we are already well positioned as the established experts. A single, explicit global brand clearly reaffirms this privileged position.”

Duchesne says the Group Aeroplan identity, which was derived from the name of the original frequent flyer business and remains closely connected with the Aeroplan programme in Canada, was no longer an accurate reflection of the company, its employees, global footprint and unique full suite of loyalty management services.

“We understand customer loyalty better than anyone,” he says. “As such, we strongly believe that everything industry players think they know about customer loyalty is about to change and we know that much of that change will be driven by our next generation of consumers. Today, we are also pleased to unveil groundbreaking research on Millennials, which we have conducted in major loyalty markets around the globe.”

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