Bank Deposits More Work With MC Direct

Canada's RBC Royal Bank awarded new project work to MC Direct.

The Toronto agency will work on upsell and retention projects related to RBC Royal Bank's credit card portfolio in addition to its customer acquisition duties. The agency has handled direct marketing efforts for RBC Centura, the credit card division of RBC Royal Bank's U.S. arm.

MC Direct soon will launch the bank's Royal Credit Line effort, handling everything from usage to acquisition.

The agency recently redesigned the bank's credit cards. It also created designs for the RBC Mike Weir Visa card and RBC Royal Bank Visa Classic card, two new credit products.

MC Direct claims it is Canada's third-largest DM agency. It is a division of Marketing Communication Group Inc., an independent unit of Ogilvy & Mather North America in New York. Clients include General Dynamics Land Systems, Thompsons, Alcan, General Electric, Mount Sinai Hospital, BASF, Quality Edge, CenturyTel Communications, Pfizer, Hancor and Heartland.

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