Capital One seeks agency for slice of £10m DM business

by Claire Billings, Campaign 22-Jul-05, 07:00

LONDON – The credit card company Capital One is searching for a direct marketing agency to handle a portion of its £10 million DM business.

The AAR, which is handling the pitch, is contacting agencies about a brief to boost its position in the mass-market credit card sector.

Capital One's direct marketing account is currently with the Nottingham-based Boyden Carmichael Smith. The card has traditionally used high-volume direct mail as the focus of its below-the-line strategy.

However, the appointment of a new agency is expected to signal a change in approach to help it stand out from rivals such as Barclaycard and MBNA.

Capital One recently completed a restructure of its global agency arrangements, shifting its business from McCann Erickson to DDB.

In February, Capital One became the UK's first credit card company to use the fear of identity theft to promote its products. McCann developed a TV ad campaign that featured the impressionist Alistair McGowan.

Capital One refused to confirm the review was taking place. A spokesman said: "BCS is the incumbent and this will remain the situation until we can release a statement saying otherwise."

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