Discover consolidates PR agency roster, names Golin global AOR

The early stages of the review involved six firms, including incumbent Burson-Marsteller, which had served as Discover's global PR partner since 2010.

RIVERWOODS, IL: Discover Financial Services has appointed Golin as its global AOR, narrowing the company’s PR agency roster from two firms to one.

Golin, which has worked with Discover on its student loan business since 2012, was awarded the full account in late May after a competitive review, said Scott Farrell, president of global corporate communications at the agency.

The early stages of the review involved six firms, including incumbent Burson-Marsteller, which had served as Discover’s global PR partner since 2010.

Representatives from Burson were not immediately available for comment. Discover confirmed bringing on Golin as its AOR, but declined to offer further details on the relationship.

Golin is tasked with handling the company’s entire consumer and corporate business, such as Discover Card, CSR and community affairs, Discover Network, Diners Club International, and Discover Home and Student Loans, said Farrell. The firm’s Chicago office is leading work on the account, and it will also advise on some social media efforts, though social is mostly handled by Discover’s in-house team.

He added that after winning the student loan work in 2012, the firm picked up Discover Home Loans in 2013, followed by assignments in India and for Diners Club.

The Interpublic Group agency has a core team of 12 staffers, along with specialists for particular projects, working on the account.

"We’ve put together a hybrid team that cuts across [consumer, corporate, and b-to-b] and pulls talent from each of our g4 communities to give Discover the insights, creative product, engagement, and integration they’re looking for," said Farrell.

One of Golin’s main objectives on the account is "to have the world discover this company as so much more than a credit card, but as a bank with a full suite of services for both consumers and the b-to-b audience," he said.

Contract length and budget information were not disclosed.

Golin rebranded in June from GolinHarris to showcase the firm’s evolution since launching its g4 model in 2011.

The agency reported 2013 revenue growth of 10.5% for both the US and globally for PRWeek’s Agency Business Report.

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