MSGI Inks Affinity Deal With MBNA

Share this article:
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.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Analytics vs. Instincts

Analytics vs. Instincts

Even for the savviest marketers, finding the right balance of analytics and gut instincts can prove to be difficult.

MeritDirect Opens San Jose Office

MeritDirect Opens San Jose Office

A force in direct mail, the company looks to expand its digital data services with a footprint in Silicon Valley.

Neustar Decides to Hand Data Over to its Clients

Neustar Decides to Hand Data Over to its ...

AK Media Insights Pro turns data over to marketers to create business-specific aggregations, integrate offline efforts, and probe deeper into their sales funnels.