Optimedia gets credit by landing MBNA task

Optimedia gets credit by landing MBNA task

MBNA: £11m spent in the past year

MBNA, the credit card and loan company, has appointed Optimedia to its media planning and buying brief.

The agency saw off competition including incumbents MindShare, MediaCom, North and Universal McCann Manchester, as well as Carat, to win the business.

A final shoot-out between Optimedia and MindShare resulted in Optimedia winning the brief.

MBNA spent in the region of £11m above the line in the past 12 months with the bulk of its marketing budget, about £40m, spent on direct marketing.

The brand called a review of its media arrangements last month with a view to consolidating its business and increasing its above-the-line spend.

Previously, media buying for MBNA's Visa card, Mastercard and credit card range was through Universal McCann Manchester, with MindShare responsible for some direct media planning and buying across its cards and loans range, while MediaCom North worked for MBNA Direct on its personal loans business.

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