Sainsbury's and Aimia set up joint venture to provide integrated marketing solutions

Sainsbury's and Aimia set up joint venture to provide integrated marketing 
MONTREAL, Sept. 20, 2012 /CNW Telbec/ - Aimia (TSX: AIM) and Sainsbury's 
today announced they have formed Insights 2 Communication LLP (I(2)C), a joint 
venture, which will offer suppliers comprehensive multi-channel marketing 
solutions in and around Sainsbury's stores and online. 
I(2)C will provide Sainsbury's suppliers with a 'one-stop shop' solution to 
advertise across all of the retailer's communication channels - both targeted 
and non-targeted. Through a series of licensing and supply agreements with 
Aimia and Sainsbury's, the joint venture will combine people, intellectual 
property and tools, and Sainsbury's fast-growing in-house non-targeted 
communications business. The licensing and supply agreements will be for an 
initial term of 6 years. 
Similarly, the insight and targeted communications services that Aimia 
currently provides to Sainsbury's suppliers, including access to Self Serve 
and targeted communications, will also now be provided by the joint venture. 
Aimia retains sole ownership of its existing proprietary data analytical 
tools, including Self Serve. The international operations of Aimia's 
Intelligent Shopper Solutions (ISS) will not be affected by the creation of 
the joint venture. 
The joint venture board will have equal representation from Sainsbury's and 
Aimia, whilst the day to day senior management team has been created by 
bringing together the best talent from both Aimia and Sainsbury's. 
David Buckingham from Aimia has been appointed Chief Executive Officer of 
I(2)C and will report to a board comprising: Mike Coupe, Sainsbury's Group 
Commercial Director; Luke Jensen, Sainsbury's Group Development Director; 
David Johnston, President and CEO, EMEA, Aimia; and Peter Gleason, Managing 
Director, Intelligent Shopper Solutions, Aimia. Luke Jensen has been 
appointed chairman of I(2)C. 
Commenting on the joint venture, David Buckingham said: "From the home to the 
checkout and beyond, I(2)C will offer suppliers a tailored advertising 
solution in and around stores and online. We will help Sainsbury's suppliers 
to plan, manage and deliver fully integrated campaigns more effectively to the 
millions of customers who visit Sainsbury's stores or shop online each week." 
Luke Jensen, Sainsbury's Group Development Director, said: "The joint venture 
is a win-win for both customers and suppliers. This means more timely, 
relevant and accessible offers for customers based on their likes and 
dislikes, while brands benefit from an end-to-end insight based marketing 
solution and greater return on investment." 
David Johnston, President and CEO EMEA, Aimia said: "The launch of I(2)C is 
testament to the growing interest in shopper marketing, targeting customers in 
and around stores. Coupled with our data-driven approach, we believe I(2)C 
will deliver better experiences for shoppers and greater ROI for suppliers who 
will benefit from the integrated solution I(2)C offers." 
Aside from a small initial working capital requirement, the joint venture will 
be self sufficient from a cash perspective and is expected to fully distribute 
its retained earnings to its shareholders on a regular basis. 
The joint venture will give Aimia access to additional revenues, however, due 
to the timing of the transaction and the terms of the arrangement, there will 
be no material impact to Aimia's consolidated financial statements in 
2012. For 2013 reporting, Aimia will evaluate the accounting of this 
arrangement in compliance with the new standard, IFRS 11, Joint 
Arrangements. Aimia will account for this entity either as a joint operation 
which would mean accounting for its proportionate share of the revenues, 
expenses, assets and obligations of the entity or it will account for the 
entity as a joint venture under the equity accounting method. 
About Aimia 
Aimia Inc. ("Aimia") isaglobal leader in loyalty 
management.Aimia'sunique capabilities include proven expertise in 
delivering proprietary loyalty services, launching and managing coalition 
loyalty programs, creating value through loyalty analytics and driving 
innovation in the emerging digital and mobile spaces.Aimiaowns and 
operates Aeroplan,Canada'spremier coalition loyalty program andNectar, 
theUnited Kingdom'slargest coalition loyalty program. In addition,Aimia 
has majority equity positions in Air Miles Middle East and Nectar Italia as 
well as a minority position in Club Premier,Mexico'sleading coalition 
loyalty program and Cardlytics, a US-based private company operating in 
merchant-funded transaction-driven marketing for electronic banking. 
Aimiais a Canadian public company listed on theToronto Stock 
Exchange(TSX: AIM) and has over 3,400 employees in more than 20 countries 
around the world. For more information aboutAimia, please 
Follow us on Twitter:!/aimiainc. 
Caution Concerning Forward-Looking Statements 
This news release contains forward-looking statements. These forward-looking 
statements are identified by the use of terms and phrases such as 
"anticipate", "believe", "could", "estimate", "expect", "intend", "may", 
"plan", "predict", "project", "will", "would", and similar terms and phrases, 
including references to assumptions. Such statements may involve but are not 
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due to, amongst other things, changing external events and general 
uncertainties of the business and its corporate structure. Results indicated 
in forward-looking statements may differ materially from actual results for a 
number of reasons, including without limitation, the factors identified in 
this news release and throughout Aimia's public disclosure record on file with 
the Canadian securities regulatory authorities. Material factors and 
assumptions that were applied in drawing a conclusion or making a projection 
or forecast are also set out throughout this document. We believe that the 
expectations represented by our forward-looking statements are reasonable, yet 
there can be no assurance that such expectations will prove to be correct. The 
purpose of the forward-looking statements is to provide the reader with a 
description of management's expectations regarding the matters described in 
this news release and may not be appropriate for other purposes. The 
forward-looking statements contained herein represent Aimia's expectations as 
of September 20, 2012, and are subject to change after such date. However, 
Aimia disclaims any intention or obligation to update or revise any 
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events or otherwise, except as required under applicable securities 
Media: JoAnne Hayes 416-352-3706 
Analysts: Trish Moran 416-352-3728 
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ST: Quebec
-0- Sep/20/2012 08:30 GMT
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