Morgan Stanley Dean Witter, the US financial services giant, has handed its UK direct marketing account to B’lowfish Advertising.
It is believed the account, which involves Morgan Stanley’s UK credit card business, is worth more than &£20m.
B’lowfish is thought to have beaten five other agencies, including the incumbent, WWAV Rapp Collins Media, North.
The bank says it needs a pair of “fresh eyes” following its substantial growth in the UK market.
Marketing director Matt Sloan says the new campaign will concentrate on customer loyalty and expanding the business.
Sloan adds: “Because of the growth, size and complexity of our customer base, we decided we needed a change.
“After a lengthy review we have decided B’lowfish was by far the best option.”
B’lowfish managing partner Chris Pearce says: “We have a wide-ranging brief. We are looking at a whole host of initiatives relating to creative and strategic input. Morgan Stanley Dean Witter is a very prestigious brand to win.”
Leo Burnett and Starcom Motive, which respectively handle the creative and media accounts for the credit card, will not be affected.
Morgan Stanley Dean Witter launched its credit card in the UK in September 1999.