Capital One seeks brand boss to head expansion into new sectors

Capital One, one of the world’s biggest credit card issuers, is hunting for a UK brand director to expand its operation into other areas of financial services and telecoms.

The company launched in the US in the early Nineties and set up its UK operation in December 1997. It has more than 25 million cardholders globally.

Capital One has built its business by offering low interest-rate credit cards and now plans to move into new sectors.

So far it has relied heavily on direct mail, using advanced database marketing techniques, but aims to promote the Capital One brand above the line in the UK, using TV advertising.

The company uses a number of agencies, including WWAV Rapp Collins, but senior vice-president Matt Cooper, who runs the UK operation and oversees marketing strategy, says it is considering other agencies.

Cooper says: “When we first launched, TV ads were not a cost-effective option. But we have now reached the next stage of development, and are looking at broadcast media to reach a greater audience.”

The move follows the recent appointment of Bill McDonald as brand director for the company’s US operation. The UK brand director will report to Cooper.

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