US credit card issuer Capital One has signed up Dewe Rogerson as
its PR adviser.
The agency was appointed two weeks ago after pitching against Scope
Ketchum, Fleishman-Hillard and Sector Public Relations. The account is
estimated to be worth around pounds 50,000 in fees.
The company, which is the ninth largest credit card issuer in the United
States, set up in the UK last year.
It is one of four American credit card companies - the others are MBNA,
Advanta and First US - to challenge the hold of the high street banks
which currently have almost 75 per cent of the UK market.
Known in the US for its aggressive marketing, Capital offers a variety
of different cards tailored to individual preferences.
In the UK it has focused on a Visa card at a variable APR - currently
9.9 per cent - linked to the base-rate.
Operations manager Patrick Nelson, who is the company’s spokesman in the
UK, said Dewe Rogerson would provide ’strategic advice on how to use
public relations properly’.
’We see the potential power of PR, and we’re asking Dewe Rogerson to
help us harness it,’ he added.
It is unclear whether DR will handle journalists enquiries or take a
more back-seat role, Nelson said this was still to be determined.