LOYALTY UNDER NEW OWNERSHIP
By Adnews Staff
The Loyalty Group of Toronto has a new owner. The company is now owned by U.S.-based Alliance Data Systems, a provider of network services, payment systems and database services. Until now, The Loyalty Group was privately owned, with a majority held by the European-based Air Miles International Group. Under the new ownership, the company will keep its trademark agreements and its knowledge sharing arrangement with AMIG. In addition, it will be managed as a separate entity from Alliance. The Loyalty Group operates the Air Miles Reward Program, where consumers can collect points by shopping at sponsors of the plan. There are over 100 sponsors in the program including the Bank of Montreal, Shell Canada, Blockbuster Video, American Express, A&P/Dominion, The Bay, the Liquor Control Board of Ontario, Canada Safeway, The Brick and Holiday Inn. The program has been running for five years. "We are very excited about the partnership between The Loyalty Group and Alliance Data Systems," Loyalty president and CEO Craig Underwood says in a release. "The combination of the proven capabilities of the two companies with added financial resources and leading-edge expertise will enable us to pursue our strategy and growth." Advertising for The Loyalty Group is handled by Wunderman, Cato, Johnson of Toronto. The Loyalty Group also has offices in Montreal and Calgary.