Discover card set for UK launch through Burnett

Discover, one of the biggest credit card brands in the US, is set to appoint Leo Burnett for a UK launch later this year, which will be spearheaded by a major advertising and direct marketing campaign.

Discover, one of the biggest credit card brands in the US, is set

to appoint Leo Burnett for a UK launch later this year, which will be

spearheaded by a major advertising and direct marketing campaign.



The budget for the launch has not yet been decided but it is expected to

match the pounds 10-pounds 15 million spend of its UK rivals. As well as

targeting consumers, it will include a significant drive to persuade

retailers and restaurants to accept the Discover card.



The credit card’s agency in the US is DDB. But its London shop, BMP DDB,

was unable to take the account due to a conflict with the pounds 15

million Barclaycard business, which the agency retained last year after

a four-way pitch.



Discover is thought to have considered other agencies in the DDB

network, including Griffin Bacal, before opting for Leo Burnett.



Discover appointed a new president and chief operating officer, David

Nelms, last month. Nelms joined from MBNA where he was chief executive

for seven years and masterminded the recent launch of the cut-price

credit card in the UK.



At the time, Nelms revealed that Discover, which is more widely accepted

than American Express in the US, would be launched in ’at least one

additional country’ in 1999. Discover also provides debit and smart

cards and has invested in online banking.



Discover was launched in the US in 1985 as a ’brash newcomer’, targeting

the market duopoly of Visa and Mastercard. Its success means that it is

now one of the more established brands.



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