Bowman Creative adds planning expertise as client crosses over

by Daniel Farey-Jones, Brand Republic 31-Mar-05, 07:00

LONDON – MBNA Europe's head of loans and retail finance marketing John Harnett has left the financial company to join its agency Bowman Creative as planning and strategy director.

Harnett has been at MBNA for eight years, during which time he has also worked on credit cards and insurance. Prior to that he held marketing roles at HBOS, Bupa and Royal Liver.

Bowman Creative managing director Adam Fairbrother hired Harnett to focus the agency on planning, analysis and evaluation, and is aiming to attract bigger clients with Harnett on board. The agency previously hired in freelance planning experts.

Fairbrother said: "John is a results-orientated, strategic thinker who is experienced in developing and delivering direct marketing strategies to achieve bottom-line business objectives."

Harnett joined MBNA in 1997 as credit card marketing manager, becoming insurance marketing manager in 1999. As head of marketing communications for loans and retail finance he has developed direct marketing strategies with affinity brands including Virgin, RAC, WWF, Thomas Cook and Reader's Digest.

Manchester-based Bowman Creative also offers design and branding services and its clients also include M&S Money, Argos, JD Williams and Wine Cellar.

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