The company is talking to a number of strategic, direct marketing and digital agencies about developing a 'retail stimulation programme', which in addition to the new brand development is likely to include a reward scheme and tie-ups with retailers.
The move marks a change in MBNA's marketing strategy, which has traditionally relied on direct mail to promote its portfolio of cards.
It is planning a multi-channel approach, which will include increased online advertising and search engine marketing.
MBNA's global online media budget is being increased to $25m (£13.4m) ahead of a competitive pitch between media agencies. UK incumbent Zed Digital is understood not to be repitching.
Last year, MBNA spent more than £60m on ads, according to Nielsen Media Research, with the majority spent on direct mail, which is handled in-house.
The rethink comes as more credit card firms re-evaluate 0% interest rate offers amid concerns that consumers are increasingly credit-savvy and no longer so lucrative.
