Advertising & Promotion: Mondex loyalty card hunts launch agency

Mondex International, the electronic cash and smart card consortium, is seeking its first advertising agency to take on the global marketing of a multipurpose loyalty card due to be launched next year.

Mondex International, the electronic cash and smart card

consortium, is seeking its first advertising agency to take on the

global marketing of a multipurpose loyalty card due to be launched next


The company, which is owned by MasterCard, NatWest and Midland Bank, has

been talking to a number of UK-based agencies about the project over the

past month and is expected to make a decision before the end of the


The winner of the account will be briefed to create a brand identity for

the card and a worldwide strategy to market the product to companies in

different countries. But the agency is also likely to be well placed to

win Mondex’s flagship electronic cash card, which is on test around the


MasterCard is expected to commit substantial resources to selling a

range of different electronic card products, including electronic cash

and loyalty products under the Mondex brand, and is expected to face

stiff competition from Visa, which is also testing a cash card.

The Mondex cash card is expected to be launched nationally in the UK

next year.

The new Mondex loyalty card will allow retailers, travel operators and

banks to offer consumers an advanced version of loyalty schemes such as

Tesco’s Clubcard. The card will personalise the loyalty scheme to the

individual consumer as they use it and will allow them to hold a number

of different functions on a single card, such as electronic cash or

debit facilities.

The card will also allow companies to link their loyalty schemes

together into consortia.

Christopher Masters, head of marketing at Mondex International, said

that negotiations were under way with a number of potential client

companies and talks were also taking place with three agencies about the


’The aim is to create a genuinely personalised offer. There is pressure

in the UK to do something different because it is an advanced market in

terms of loyalty,’ said Masters.


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