HFC Bank to review £12m media business through AAR

HFC Bank is reviewing its media account, estimated to be worth £12 million.

The bank and credit card provider is reviewing the business through the AAR. It currently splits the bulk of its media between Starcom Motive and The Media Shop. David Coleman Media also handles some buying for HFC.

HFC, which owns the Marbles and GM cards, is reviewing in a bid to get the best from its media spend and is considering whether it needs to use two main media agencies in the future.

The review is being handled by Matt Reid, HFC's marketing manager. Martin Rutland, HFC's communications director, said: "The last time we did a review of our media agencies was three years ago. It is good business practice to review our agency requirements periodically."

The majority of HFC's spend is focused on direct marketing. Last year it spent £577,000 on above-the-line advertising for the Marbles brand but its direct mail spend averages £1 million a month. Clark McKay & Walpole handles creative for Marbles.

Direct marketing for the GM Card is through TBWA/GGT Direct.

Starcom Motive was appointed to the HFC roster to handle the launch of Marbles as Motive Communications. The Media Shop and David Coleman Media work on the Marbles Loans product and HFC Bank's media is handled by The Media Shop.

HFC launched Marbles in 1999 backed with a £10 million advertising spend and creative through Mother. The ads used posters and press featuring spoof card holders such as Chris P Bacon and Rufus Leaking.

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