Mother has beaten Euro RSCG Wnek Gosper and Fallon McElligott to
win the pounds 10 million task of launching HFC’s mass-market credit
card, which will be introduced to consumers through a major ad campaign
later this year.
The new card will be positioned as ’the credit card of the future’.
HFC is thought to be negotiating with new-media companies about possible
link-ups for the launch of the card, for which Wolff Olins has created a
name and identity that have yet to be revealed.
HFC has already backed the launch of two cards - Goldfish, which was
devised in partnership with British Gas; and the GM card, launched with
Mark Robinson, the HFC group marketing director, said: ’We were
impressed with Mother’s ideas and feel we can work well with them.’
Robinson has worked at HFC for ten years and was involved with the
launch of both the Goldfish and GM cards.
HFC is expected to appoint a media agency by the end of the month and
confirmed that it is continuing talks with agencies from other
HFC refused to give details of the new card and would not confirm
whether it will be launched in partnership with another player.
The company’s director of communications, Martin Rut- land, said: ’Every
card we’ve launched is designed to steal market share from the
established players. Forty to 50 per cent of credit card owners still
pay an annual fee when they don’t need to.’
Stef Calcraft at Mother said: ’When we first met HFC, we said there was
no way we’d want to work with a traditional financial services
And we are more adamant about that now. But the partnership of Mother
and HFC should be worth watching.’
He added that Mother’s campaign would be very different from any of the
agency’s previous work.
HFC’s parent company, Household International, is also responsible for a
number of credit card launches in the US. Rutland added that HFC will
continue to develop new credit cards in the UK.