Salient Global Launches Loyalty Agency Hydrate to Bolster Its Network of Digital and Data-Driven Marketing Companies
What matters: The addition of Hydrate adds loyalty, CRM, and data-driven marketing experience to Salient’s expanding stable of agencies.
CHICAGO, May 17, 2023—Salient Global announced today that it has added Hydrate, a loyalty agency focused on data-driven, customer-obsessed marketing strategies so that brands can achieve a higher Return on Loyalty. Its addition will bolster other Salient companies’ offerings and services.
Hydrate was founded by Guy Cierzan, whose loyalty expertise spans nearly twenty-five years across the travel, hospitality, retail, and restaurant industries, leading award-winning loyalty and CRM programs for some of the world’s most renowned brands, including Hilton, Wyndham, Amtrak, and more. Joining Guy on Hydrate’s leadership team is Andrew Kelly, who brings years of experience leading clients like American Girl, Stanley Steemer, The Vitamin Shoppe, and others helping them bring their CRM and loyalty experiences to life.
Both Cierzan and Kelly joined Salient Global in 2021 from Olson 1to1, where they were EVP and VP, respectively. While at the helm of Olson 1to1, Cierzan oversaw years of growth while the loyalty agency received various accolades from industry organizations, including Leader status in multiple Forrester Waves™ for both loyalty technology and services, while Kelly led its new business marketing efforts.
“The role of loyalty and enhanced customer experiences isn’t just important, but it’s become a critical part of today’s marketing reality,” said Bryan Specht, CEO of Salient. “Hydrate’s breadth and depth in the space brings best-in-class loyalty and customer retention marketing expertise to our clients, which expands our growing set of capabilities designed to deliver measurable client growth.”
Cierzan and Kelly will remain on Salient’s leadership team while they focus on expanding this new offering to Salient clients. “One of Hydrate’s core beliefs is that customer loyalty is optimally cultivated throughout the entire brand experience,” said Cierzan. “Maximizing the return of loyalty investments means working across all aspects of the customer journey, and fully activating zero- and first-party data to deliver results. Salient excels at brand transformation, CX, earned creative, communications, and advisory services, meaning Hydrate will both benefit from and add to powerful brand experiences that lead to loyalty and brand love.”
Hydrate joins the Salient network, which includes recently acquired Candor, a leading marketing communications agency; data-enriched audience intelligence company ICX Media; experience and innovation firm timecraft; and creative agency Honeymoon. Salient also has alliances with a network of specialty firms across the marketing services and technology spectrum, making available more than 500 experts across a range of markets, industries, and disciplines.
About Salient Global
Salient Global is a next-generation growth company, purpose-built to drive what brands and businesses need most today: data-enriched marketing and technology solutions that deliver sustained growth. We use proprietary data and algorithms to design experiences for our clients’ brands, customers, and employees.
Our model unites expert talent to offer data-driven creative, communications, marketing, and customer experience solutions alongside our network of Salient-powered agencies including creative agency Honeymoon, experience and innovation firm timecraft, data-enriched media company ICX Media, and marketing and communications firm Candor.
About Hydrate
Hydrate www.hydrateloyalty.com/is a human-centric loyalty agency that believes that loyalty’s full potential is unrealized in today’s marketing mix. We help brands rethink, create, and optimize their loyalty and CRM initiatives to resonate with their consumers while maximizing their investments in those channels. Our expertise and future-forward innovations in loyalty are grounded in one simple belief: Brands obsessed with their customers create customers obsessed with their brands.
Contact:
Emily McMahon: emily.mcmahon@salientglobal.com