INTERNATIONAL NEWS: HFC seeks new PR agency for 2001 Marbles integrated marketing drive

LONDON: Household International's UK subsidiary, HFC Bank, is seeking a new PR agency to handle a substantial account for its Marbles credit card and associated financial services.

LONDON: Household International's UK subsidiary, HFC Bank, is seeking a new PR agency to handle a substantial account for its Marbles credit card and associated financial services.

LONDON: Household International's UK subsidiary, HFC Bank, is seeking a new PR agency to handle a substantial account for its Marbles credit card and associated financial services.

HFC launched the Marbles brand as an Internet-safe credit offering in late-1999, with UK agency Harrison Cowley handling launch PR.

But Martin Rutland, HFC director of corporate communications, is considering several other UK agencies to handle the next phase - part of what will be a multi-million pound marketing campaign for 2001. But according to Rutland, Edelman Public Relations Worldwide, which Household started working with in the US this year, is not in the running.

With 200,000 cardholders and prompted awareness ratings of 50% among UK consumers, Rutland said the marketing program achieved its aim of getting the brand name recognized and used.

The 2001 integrated marketing program will redeploy expenditures to more tactical tools such as PR and the role of TV advertising will diminish, Rutland said.

Household International, headquartered in Chicago, reported nine-month 2000 net income of dollars 1.21 billion. The consumer finance company is targeting Europe and Asia for major growth, hoping to double overseas assets in two years. Britain and Ireland together account for dollars 6.5 billion or 7.8% of its worldwide outstanding loan balances.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.