Beenz enlists Centrica boss for Europe drive, the online loyalty scheme, has hired Centrica marketer Dale Clements as its first European marketing director and is trawling for a global advertising agency., the online loyalty scheme, has hired Centrica marketer

Dale Clements as its first European marketing director and is trawling

for a global advertising agency.

Beenz currently operates in the UK, US, Sweden and Australian markets

and claims 1.5 million registered users.

It plans to increase this to ten million by the end of this year as it

moves into new markets in Europe, South America and the Asia Pacific


Clements was Centrica’s head of marketing development, managing new

media products across the company’s Goldfish, AA and British Gas


Prior to that, Clements held marketing positions at smart-card company

Gemplus, American Express Europe and Cadbury Schweppes.

At Beenz, he takes responsibility for a dollars 12m (pounds 7.5m)

European launch budget, which will fund a four-month drive into Italy,

France, Germany and Sweden.

He will also oversee a review of the company’s ad arrangements in local

European markets.

Three creative and three media agencies are understood to be in the

running for the global ad account.

The UK business is handled by Lowe Direct.

Clements reports to Philippe Cothier, president for Beenz Europe, and

Nicholas de Santis, the company’s chief marketing officer.

His appointment follows the hiring of Rob Noble as’s first

dedicated UK managing director earlier this year.

’We want to establish Beenz as one of the top web brands and bring more

traditional marketing discipline to the organisation,’ said


In the UK, Beenz competes against rival online loyalty schemes such as

Web Miles and Web Rewards.

The Beenz web site can be found at


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