Craik Jones nets Royal Bank of Scotland task

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.

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

account.



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

deciding factor.



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

do.



’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.



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