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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest 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 will be your guide.


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

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

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