The Royal Bank of Scotland Group has appointed Wieden & Kennedy
London to work on its first above-the-line RBS Advanta brand-building
W&K beat three other agencies to the task. In October, Royal Bank of
Scotland shortlisted St Luke's, W&K, Clemmow Hornby Inge and Partners
BDDH to pitch for its Advanta credit card account.
Since its inception in 1996, RBS Advanta has relied on direct marketing
and public relations to build its customer base, which currently stands
at more than 1.3 million RBS Advanta credit card-holders in the UK.
Tim Lewis, the director for credit cards at Advanta, said: "RBS Advanta
is a highly successful brand and we look forward to strengthening this
through a broader media mix. Any advertising campaigns will run in
addition to our traditional direct marketing programmes which have
proven successful down the years."
The direct marketing for the brand is handled by Lowe Live, which won
the £10 million account from Tequila in April. The sister agency,
Lowe Lintas, was approached by RBS for the above-the-line task but, as
it handles the HSBC account, the agency declined to continue talks.
Amy Smith, the managing director of W&K, said of the win: "We're
delighted to have won. The RBS Advanta team is as committed to doing
great work as we are."
According to Datamonitor, the UK has the most penetrated card market in
Europe, with 169 cards for every 100 citizens in 2000.
Credit card penetration in the UK is expected to grow toward the high
levels seen in the US, eventually reaching 75 per cent of all adults
compared with the current 55 per cent.