M&C Saatchi has upped its customer engagement abilities with the launch of direct marketing and communications specialist LIDA into Australia.

LIDA Australia will be headed by Christine Gardner, M&C Saatchi group managing partner, and Kristy Schwind, head of Mark Group, who will step into the role of general manager.

M&C Saatchi’s digital, data and director business, Mark, will be folded into LIDA Australia with Mark staff employed in the new entity.

“Christine is the perfect person to fulfill the growth objectives for Australia and complement the global LIDA network,” Jaimes Leggett, CEO of M&C Saatchi Australia, said.

“Apart from being a brilliant and inspirational leader, Christine’s customer engagement expertise, experience and sheer marketing acumen, is second to none.”

Al Mackie, who has been responsible for the creative development in many of LIDA’s work, has relocated to Australia to take on the role as creative director of LIDA Australia.

“Al brings incomparable smarts, skills and experience to the Australian market,” Leggett said.

“The launch of LIDA will be a seminal moment for our Group, our clients and indeed the industry in Australia.”

“LIDA will bring world-class customer engagement capabilities, specifically in the areas of Data, CRM and Loyalty, to this market.

“The increasing demand made it a logical decision to have direct representation in Australia,” Leggett added.

“LIDA will be a major addition to M&C Saatchi Group’s confederation of 10 specialist agencies whose different centres of gravity give us a unique ability to engage consumers at each point they encounter our clients’ brands.”