Mother lands pounds 10m HFC card task

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.

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

General Motors.



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

’marketing disciplines’.



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

company.



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.