Credit agencies Experian and Equifax plan rival UK campaigns

by Ben Carter, Marketing 02-Mar-05, 07:00

LONDON - Rival UK credit reference agencies Experian and Equifax are plotting direct campaigns to promote their online consumer credit checking services.

Equifax, which has traditionally run its UK marketing out of its US head office, has appointed its first local agency, Agency Republic. Experian is searching for a digital agency.

Agency Republic will handle both Equifax's digital media and creative duties. It will oversee an increased online spend that will support direct response, brand and search engine marketing activity.

Equifax offers two consumer credit checking services: Credit Report and Credit Rating. The planned digital campaign, which will break in the next fortnight, will promote both of these, supported by outdoor and some integrated activity.

Experian's services include CreditExpert, which not only provides consumer credit-checking, but also informs customers via text message or email whenever their credit report changes significantly.

The company is in talks with digital agencies about devising a campaign to promote CreditExpert. It is also planning an overhaul of its website, experian.co.uk, to make it more accessible to consumers.

Analysts believe that individual credit checking will grow rapidly as credit card and loan firms increasingly base interest rate offers on an applicant's credit rating.

This practice is fast becoming the norm in the US, and a number of UK companies, including Abbey, are now promoting offers based on credit scores.

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