Craik Jones has won the Royal Bank of Scotland’s credit card
business from WWAV Rapp Collins Scotland, just ten months after losing
out on the business in a pitch.
The bank moved the account into Craik Jones without another pitch. The
agency was the runner-up last October, after a four-way review in
September 1998. HPT Brand Response and Faulds Advertising were knocked
out in the first round.
WWAV Scotland, alongside Faulds, was an incumbent on the business before
last year’s pitch was called, and launched the bank’s AU card. The
agency remains on the bank’s roster, handling work for commercial
banking and other projects. It declined to comment on the credit card
The move of the multi-million pound account is seen as a concerted
effort by the bank to break into the mainstream credit card market in
the UK, and it is thought that Craik Jones’s London location was a
David Watson, the managing director of Craik Jones, said: ’The brand is
going to be very important in the promotion of the credit card business,
and there is a real opportunity to leverage that brand outside Scotland.
The interest rates on the cards are low and the Royal Bank of Scotland
doesn’t suffer from the negative image that other high street banks
’Our research into the target market showed that there was a large
segment of people who keep a credit card with their own bank, but are
attracted to the Royal Bank of Scotland’s rates.’
The business will encompass all areas of media, from direct mail and
press to outdoor. Tim Lewis, the marketing director for Royal Bank of
Scotland Cards, said: ’Craik Jones demonstrated a clear understanding of
our brand as well as an ability to deliver the ambitious acquisition
targets we have set.’
The appointment does not affect Tequila Payne Stracey, which handles the
Royal Bank of Scotland’s Advanta card.