Morgan Stanley picks FD for its UK credit card push

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

Scandinavian business.

At Antfactory, Tingstrom's former assistant Marina Edge takes up the top

communications role.

The internet and technology investment group recently announced it has

cut its staff by 30 per cent since September due to volatility in the

technology sector.

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