Direct: Capital One job goes to Partners Andrews

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

The financial services brand had previously worked with a single direct agency, WWAV Rapp Collins, for a number of years, but has now decided to appoint other agencies on a project basis. It will retain WWAV for the majority of its direct work.

Capital One head of UK marketing Justin Basini has handed both on- and offline briefs to Partners Andrews Aldridge, including digital work to support the launch of its Capital One Cashback with World MasterCard credit card.

Two months ago, Basini appointed direct agency Tullo Marshall Warren for a customer relationship management and brand identity project (Marketing, 15 August).

At the time, he commented: 'If TMW does great work, it will gain a place on the roster.' At present, however, it remains a Capital One agency on a project basis.

Separately, the credit-card brand is seeking a digital shop. A Capital One spokesman confirmed that it has briefed several agencies regarding the work.

It is thought it is looking for creative and planning shops to work with Zed, which it hired last September.

Capital One is the UK's second-biggest investor in direct marketing, currently spending more than £36m each year, according to Nielsen Media Research.


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