China Southern picks Carlson for loyalty revamp

Carlson Marketing has been awarded a six-month brief to revamp China Southern Airlines' frequent flyer programme. <BR> <BR> The agency is tasked with shifting the Sky Pearl Club from a product-centric approach to a more customer-driven strategy, and will oversee programme design, systems, data and operations. The business follows the opening of Carlson's first Mainland office in Shanghai (Media, March 28). <BR> <BR> The agency has also hired Sanjay Seth as business director for its meetings and events business line, based in Singapore. Seth joins from Audience Motivation Company Asia, and had previously worked at ESPN Star Sports and Burson-Marsteller. He reports to regional business director Lisa Hopkins.