Credit card company appoints agency

- Capital One, the US-based credit card company, has handed its reported £15 million above-the-line task to Bartle Bogle Hegarty.

- Capital One, the US-based credit card company, has handed its reported £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 UK. Since launching in the UK in 1996, Capital One has concentrated on direct marketing and press ads. The company will now mount a TV assault.

"We want to consolidate our position," said Christine Fullerton, marketing manager at Capital One. "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."

"A lot of it will be around leveraging TV to establishing the brand and then follow up with direct mail and other media," she added.

Gwyn Jones, managing director at BBH, said: "This is a dream opportunity because there is a blank sheet of paper. There's no big branded creative presence that you've got to reinterpret – you're coming to the market fresh."

"BBH demonstrated a willingness to partner with us," said Fullerton. "In terms of the intellectual debate we had during the pitch process, it was just a very good rapport – and outstanding creative."

BCS will handle the direct marketing, media planning will continue with MediaVest.

Capital One started launched in 1995 and has a global customer base of around 30 million customers worldwide with total revenue of $3.9 billion. Capital One has one million card holders in UK.



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