David Lloyd moves £6.5m media to Blue 449

David Lloyd Leisure Group: owned by TDR Capital
David Lloyd Leisure Group: owned by TDR Capital

David Lloyd Leisure Group has appointed Blue 449 to its £6.5 million media planning and buying business.

Blue 449, the Publicis Groupe agency formerly known as Walker Media, won the business without a pitch. The incumbent was Arena Media.

Niall O’Keeffe, the marketing director at David Lloyd Leisure Group, previously worked with Blue 449 when he was at Dixons Retail, a long-term Blue 449 client, in roles such as Knowhow development director.

The Notting Hill-based design and creative agency LMC creates David Lloyd's advertising.

O’Keeffe said: "With our clubs benefiting from a significant capital investment programme, it is important to reflect our exceptional service and unrivalled facilities through our communications. We’re delighted to be working with Blue 449 during the next phase of our development."

Prior to joining David Lloyd Leisure Group in September 2014 O’Keeffe was at Dixons Retail (now Dixons Carphone) for seven years. Blue 449 retained the combined £90 million Dixons Carphone media business in January.

Simon Davis, the chief executive of Blue 449, said: "David Lloyd Leisure Clubs are awesome places. It’s great to be working with Niall and his team on such a strong consumer proposition for the next phase of the group’s development."

The private equity company TDR Capital bought the company in November 2013 and recently appointed Glenn Earlam as its chief executive, replacing Scott Lloyd, the son of the founder, David Lloyd.

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