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.