EHS Brann Leeds secures major portion of £45m MBNA DM work

MBNA, the credit card and loan company, has given a substantial portion of its £45 million direct marketing account to EHS Brann Leeds.

The agency was appointed after a pitch against other agencies including the incumbent, Archibald Ingall Stretton. The business includes direct mail activity to MBNA customers and new prospects, as well as marketing programmes to MBNA's affinity partners.

AIS continues to work for MBNA on creating DRTV campaigns after winning the account from J. Walter Thompson. Its most recent activity was a campaign for MBNA's Platinum Plus Credit Card that uses the line: "We've always been big on little things."

MBNA also retained the Cheltenham-based agency TDA to work on the direct marketing activity for some parts of its credit card lending operations.

The financial services operator, based in Chester, offers three core credit card products: Platinum, Gold and Standard. It also supplies loan and insurance products.

It offers cards through affinity partners, including rugby and football clubs, and through partnerships with high-street banks such as Abbey National.

MBNA launched in the UK in 1995, the first US credit card lender to move here. It has since built a 13 per cent stake in the UK credit card market.

According to MMS, its spend on direct mail was close to £6 million in both February and March, the most recent months for which figures are available.

David Swift, MBNA's head of direct marketing, was unavailable for comment.

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