MBNA in secret 30m DM pitch

US credit card issuer MBNA is understood to be close to appointing a direct marketing agency to handle a 30m brief.

It is understood that the affinity card group has been approached by retailers aiming to convert their storecards into credit cards. Last year, it launched a generic TV advertising campaign for its credit card.

An announcement on the pitch, which has been handled by marketing consultancy Abram Hawkes, is expected before the end of the month. The pitch has been shrouded in secrecy and the company denies it is looking for an agency.

MBNA runs over 500 affinity cards. One of its latest launches is the first affinity card aimed at theatregoers – when the card is used, a royalty is paid to the theatre which enlisted the cardholder.

It is one of four US credit card companies challenging the high street banks, which have a 75 per cent hold on the credit card industry in the UK. The other three are Advanta, First US and Capital One. MBNA launched in the UK in 1993.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here