The multi-sponsored Nectar retailer incentive programme, operated in the UK by Netherlands-headquartered Loyalty Management International, has hired WPP Group’s Sir Martin Sorrell as a special advisor to its board of directors.

Sorrell’s recruitment was announced alongside the signing of three further sponsors – cellphone colossus Vodafone, First Quench (holding company for the Victoria Wine and Bottoms Up wine and spirits chains), and children’s wear retailer Adams.

The trio join the scheme’s four founder-sponsors BP, Barclaycard, Debenhams Retail and Britain's second largest supermarket chain J Sainsbury.

Sir Martin’s advisory duties were not spelled out – but his address book may come in useful. He is joined as a non-executive director by his old buddy, John A Quelch, Lincoln Filene Professor of Business Administration and senior associate dean for International Development at Harvard Business School.

In addition to his professorial duties Quelch has written twelve books on the arcane art of marketing. He also manages to find time to serve as chairman of WWP Group’s audit committee.

Says Loyalty Management’s UK ceo Rob Gierlink: “As we move to consolidate what we have built and continue our rapid growth path, we felt it was a good time to broaden the experience base and expertise on our board.”

Data sourced from: BrandRepublic (UK); additional content by WARC staff