Capital One, the US-based credit card company, has handed its reported pounds 15 million above-the-line task to Bartle Bogle Hegarty.
The strategic pitch, in which BBH beat two other agencies, was conducted through the AAR.
The company is attempting to raise its profile in the UK. Since it launched in the UK in 1996, Capital One has concentrated on direct marketing and press ads, but will now mount a TV assault.
Christine Fullerton, the marketing manager at Capital One, said: 'We've been looking at the US work in terms of moving into TV and extending the brand and moving beyond direct mail. The UK brand is particularly important and we wanted to partner with an agency for above-the-line work.'
Gwyn Jones, BBH's managing director, said: 'This is a dream opportunity - there is a blank sheet of paper, with no big-branded creative presence that you have to reinterpret.'
BCS will handle the direct marketing, and the media planning will remain with MediaVest.
Capital One launched in 1995 and has a global customer base of around 30 million worldwide with total revenue of dollars 3.9 billion. Capital One has one million card holders in the UK.