U.S. Bank Taps Donnelley Financial

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U.S. Bank named R.R. Donnelley Financial, Chicago, to handle direct marketing for its credit cards division.

A division of printer R.R. Donnelley & Sons Co., Donnelley Financial will handle acquisition programs for a summer campaign. The Minneapolis-based bank sought proposals from about 50 agencies, narrowing the finalists to six.

"The mandate is to help them run more effective direct marketing campaigns for developing a communications strategy by working on consumer data analytics around better modeling," said Rick Erwin, vice president and managing director of Donnelley Financial.

Improved targeting and testing with better execution also will aid future campaigns, he said.

A goal of this assignment is increasing the customization in U.S. Bank's direct marketing. Donnelley Financial will use e-mail and telemarketing as well as mail to target prospects on house and rented lists.

Erwin said his firm will use various themes that are relevant to a higher number of cells than U.S. Bank traditionally speaks with. So it will target more messages to a more granular segment of the rented files.

"We actually put our skin in the game and stake a part of our compensation on how well these campaigns perform for our clients," he said.

Donnelley Financial has clients like Bank of America and Fidelity. A print campaign for client Washington Mutual broke about a month ago. Washington Mutual's division in Tampa, FL, charged Donnelley Financial with creating DM for cross-selling home equity loans and lines of credit to existing customers.

Tactics include enhanced customization to reach particular attitudes and lifestyles of smaller segments of Washington Mutual's audience than was done in the past.

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