Investment bank Morgan Stanley Dean Witter has hired the Financial
Dynamics consumer finance team to develop a PR campaign to boost its
profile in the UK credit card market.
The appointment follows Morgan Stanley's plans to implement an
integrated brand building communications strategy, including PR,
sponsorship and advertising.
Morgan Stanley PR and sponsorship manager Bernadette Reynolds said the
bank had been very 'reactive' in its approach to PR over the last year
but is now concentrating on a 'proactive communications effort'.
FD partner Guy Bellamy heads the account, reporting to Reynolds.
'At a time when many others are focussing on the money pages, we are
working on high impact news campaigns which will target the home and
lifestyle news sections,' said Bellamy.
He added: 'It's a great opportunity for MSDW as they're a relatively new
entrant into the UK card market.
'No (credit card company) has yet taken thought leadership, but we are
hoping to work with MSDW to develop an issues mandate on the home news
pages and develop a consumer lifestyle brand.'
Morgan Stanley appointed FD without a competitive pitch.
Meanwhile, FD has hired former Antfactory director of marketing and
communications Louise Tingstrom as a partner.
Her remit is to lead the agency's Scandinavia offerings, looking to
develop affiliate relationships in the area and also to take on
At Antfactory, Tingstrom's former assistant Marina Edge takes up the top
The internet and technology investment group recently announced it has
cut its staff by 30 per cent since September due to volatility in the