Leonardo wins global Morgan Stanley pitch

Morgan Stanley Dean Witter, the US financial services provider, has

appointed Leonardo to handle the global rebranding of its credit card


Leonardo, Leo Burnett's digital and direct agency, will act as lead

interactive agency on the rebranding. It won the business after a pitch

against two other new-media networks.

Gabriel Ratcliffe, a director at Leonardo, led the pitch for the


Ratcliffe was the founder of Hard Reality, the digital agency that was

recently acquired by Burnett and merged with Leonardo. The Morgan

Stanley win is the first significant piece of new business won since the

two agencies were merged a month ago.

The appointment of Leonardo comes as Morgan Stanley Dean Witter is

rebranded as Morgan Stanley globally. The company said it wants the name

to be 'clear and memorable'. Morgan Stanley Dean Witter was created in

1997 after the merger of Morgan Stanley with the rival investment

company Dean Witter.

Leonardo's task is to lead online rebranding as Morgan Stanley seeks to

grow its credit card business, which is the most consumer-facing side of

its range of services. It launched its credit card in the UK following

the success of its Discover card in the US. Morgan Stanley is also

looking at expanding into new markets.

The appointment of Leonardo solidifies Burnett's hold on Morgan

Stanley's credit card business. It handles UK advertising for the credit

card and recently unveiled a black-and-white campaign to back the brand.

B'lowfish Advertising handles its pounds 20 million UK direct marketing


Morgan Stanley is also attempting to raise awareness of its consumer

brand through sponsorship.

It recently signed a deal to sponsor a special weekend of comedy on the

Paramount Comedy Channel.

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