MSGI Inks Affinity Deal With MBNA

Share this content:
Marketing Service Group Inc., New York, signed a five-year affinity marketing agreement last month with MBNA America Bank to develop and manage preapproved credit-card customer acquisition initiatives in markets where MSGI has expertise. Those markets include arts, entertainment and nonprofit fundraising.


Although MSGI has agreements with four other financial services companies -- GE Capital, Citicorp, Tosco-Unocal and CIT Group -- MBNA is its first affinity program. MSGI will collaborate with the bank to design the mail pieces and execute the campaign.


"This was a big deal for us," said MSGI chairman and CEO Jeremy Barbera. "We've been courting them for six months."


MBNA, Wilmington, DE, has $50.2 million in managed loans and is one of the leading issuers of affinity cards.


In another announcement, MBNA recently issued the Discovery Channel platinum and preferred MasterCards. The credit cards will be marketed via direct mail, telemarketing (800/775-4844), the Web (www.discovery.com) and at its 125 retail outlets. The direct mail campaign launched in the last week of June; online applications started July 1.


Discovery Enterprises Inc., Bethesda, MD, which oversees affinity marketing, will draw on its database of several million names of catalog and retail buyers from both the Discovery Channel and the Nature Company to conduct the 1 million piece direct mail campaign. Offers for the credit card also will be included on the order forms of both catalogs, which will be out in the fall.


Cardholders will receive coupons for use at both retailers and for merchandise in the Discovery Channel catalog and a quarterly newsletter about Discovery Channel products and services. In addition, a percentage of card revenue will be contributed to organizations that seek to protect endangered species and the environment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above