The media agency won the business after a pitch against Zed Media, the Media Planning Group division Media Contacts, and the previous incumbent, MediaCom North.
AMV picked up the above-the-line account following a pitch against TBWA\London and BDH\TBWA.
Billetts handled the media review after MBNA identified an opportunity to recruit more customers via online activity. It is increasing its online spend significantly and also hopes to increase the effectiveness of its digital activity.
AMV is briefed to rebrand the company, which has also budgeted to increase its above-the-line spend.
Offline planning and buying, currently held by Zed, is unaffected by BLM Quantum's appointment.
MBNA was acquired by Bank of America for £19.5bn last June.
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