Capital One hires Partners Andrews Aldridge for DM tasks

LONDON - Capital One has hired Partners Andrews Aldridge to handle a series of direct marketing projects, as the credit card looks to assemble its first direct marketing agency roster.

The finance brand has traditionally worked with a single direct marketing agency but has now elected to appoint agencies to specific marketing projects. The credit-card company has worked with WWAV Rapp Collins for a number of years but is now enlisting the help of other direct agencies to manage work on a project basis with the ultimate aim of drawing up a below-the-line roster.

Capital One head of UK marketing Justin Basini has tasked Partners Andrews with both on- and off-line briefs including online work to support the launch of the brand's above-the-line launch of its Capital One Cashback with World MasterCard credit card.

Earlier this year he added Tullo Marshall Warren to handle a customer relationship management and brand identity project (Marketing 15 August). At the time Basini commented: ‘If TMW does great work, it will gain a place on the roster'. At present TMW remains a Capital One agency on a project-by-project basis.

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