NEWS: Diners Club seeks agency to court business market

Charge card Diners Club International is hunting for a PR agency to help it woo more business travellers.

Charge card Diners Club International is hunting for a PR agency to help

it woo more business travellers.

The company, which is continuing to use its existing firm Affinity

Consulting to support its current BA Diners Club Card ad campaign, has

spoken to several agencies.

Sally Hedgecoe, Diners Club communications editor, said the firm was

looking for a medium-sized corporate and financial agency to reflect a

corporate refocus, away from the travel press, towards financial

services and business media.

‘It is important for us to talk to financial directors and travel-buying

managers of large companies, which is where our current business lies,’

she said. ‘We are very happy with Affinity but their strength lies in


Hedgecoe said Diners Club was not likely to hold a pitch until around

February, when the contract with Affinity - which has handled the

business for two years - expires.

She added that the change was not linked to the departure of the

company’s former head of PR, Helen Oakeley, who left earlier this year

to go freelance. Hedgecoe herself has assumed day-to-day responsibility

for PR, under newly appointed marketing director Debbie Green.

Affinity director Ken Allsopp said that, due to Diners Club’s refocus

and to the changes in its communications staffing, he had not been

surprised by the agency review. ‘We are all still friends,’ he stressed.

Launched in 1950, Diners Club was the world’s first charge card. It has

eight million holders worldwide and is accepted in 175 countries.


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