Lowe Live wins £3m RBS Shell Visa brief

Royal Bank of Scotland (RBS) has appointed Lowe Live to the £3m below-the-line advertising account for the Shell Visa card, RBS’ joint venture with oil giant Shell.

Lowe Live pitched against incumbent Tequila, Ping and Miller Bainbridge. Tequila has held the work since the card was launched in October1999.

The move strengthens the relationship between RBS and Lowe Live: the agency was handed the £10m through-the-line work for the RBS Avanta lifestyle credit card in April, when it also beat incumbent Tequila and Ping (MW April 5).

Miller Bainbridge still holds RBS’ NatWest credit card business, which it won as part of the same review in April, beating incumbent TBWA/GGT and Brann London.

RBS director of credit cards Tim Lewis says the Shell Visa review was unconnected with Lowe Live’s appointment to the Avanta account.

The Shell Visa card is aimed at Shell customers who already have a Shell loyalty card. The credit card allows users to get Shell points for purchases made on it and extra points if they use the card to pay for Shell petrol. The points can be exchanged for gift vouchers or air miles.

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