7 Shops Seek to Join Club Med

Club Med will hear presentations this week from seven agencies competing for its $3 million interactive and direct-marketing account.

Vying for the business are Kerker in Minneapolis; MC Direct in Virginia Beach, Va.; Brann Worldwide in Wilton, Ct.; Bozell Kamstra in Fort Lauderdale, Fla.; Wunderman in Miami and New York shops Rapp Collins and Mezzina/Brown. There is no incumbent for the account, said Aimee Schmalzle, Club Med’s director of loyalty marketing.

“We’re trying to integrate both needs into one agency,” she said.

The agencies have been asked to provide ideas for the “acquisition and retention” of customers using the Coral Gables, Fla., company’s resorts in North America, sources said.

The account is mostly consumer-oriented, Schmalzle said, and the interactive portion will not include Web site creation. The company expects to have a decision by the end of June.

The review does not affect Club Med’s main ad account, cur rently at Publicis in New York.

Publicis broke a $20 million campaign last year targeting specific markets. Copy for New York ads, for example, read, “The human body consists of 60 percent water; water freezes at 32 degrees; you do the math.”